Muffin Break

Online conversion with physical footfall – no contest!

Challenge

With more than 60 stores across the UK, and a significant presence in Australia and New Zealand, Muffin Break is loved for its good value cakes, sandwiches, wraps and, of course, freshly baked muffins. Our challenge was to create an attention-grabbing competition-based campaign to drive summer footfall into stores.

Approach

Customer insight and data informed our strategic approach to target both new and existing customers. We decided on a scratchcard mechanism which could exist physically instore, as well as on Facebook. The latter could attract new customers and drive them instore, where the campaign – wrapped in the ‘Lucky Break’ creative theme – could work its magic.

Delivery

The fully integrated campaign utilised a variety of marketing touchpoints. On Muffin Break’s social channels, we used paid promotion to support content on Facebook, driving people to enter the competition. This was supported by e-shots to both launch the competition and drive urgency mid-campaign. Instore materials included physical scratchcards, flyers, posters and window vinyls.

Outcome

With more than 10,000 competition entries via Facebook were able to engage digitally with almost 9,000 new prospects from our target audience. A conversion rate well above industry standard saw 74% of them opt into further marketing communications. Social media came alive to help drive people into their local Muffin Break – with store franchisees and shopping centres reporting great engagement levels.

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