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The Brief

RNN Communications was engaged by Muffin Break, the Australian-owned chain of bakery cafes, to launch its new kiosk concept at Lesley Forestside Shopping Centre in Belfast.

With Muffin Break investing over £150,000 and creating 12 new jobs, this food-to-go kiosk was an exciting venture for the brand as it continues to expand in NI. We ensured that customers knew about this opening - and that they’d have plenty of reasons to pop by and taste the goods.

The Solution

To create the perfect recipe for this launch, we focused on five main ingredients:

  • Client comms: From the beginning, we took the lead of coordinating logistics and communications, keeping everything and everyone in sync. We liaised with Muffin Break’s team, Lesley Forestside, and local partners to guarantee a smooth launch.
  • Spreading the news: To build excitement around the new kiosk, we crafted a news release that highlighted Muffin Break’s latest offerings, including the grab-and-go kiosk format and fresh menu offerings, putting a local spin on the Muffin Break story to make it even more relevant to the Belfast customer.
  • Radio Promotion: What better way to reach the morning coffee crowd than through a tailored radio campaign? We teamed up with Q Radio Belfast to share Muffin Break’s story with commuters, office workers, and shoppers alike.
  • Sampling: Need we say more… shoppers to Lesley Forestside will have got to taste delicious samples over the opening weekend.
  • Photography and videography: To capture opening day, we worked with a photographer and videographer to capture shots of the food, barista-poured coffees, and the vibrant energy around the kiosk. These visuals helped us paint the full picture of Muffin Break’s new Kiosk offering in Lesley Forestside.

The Outcome

  • National issuing of news to key media.
  • Co-ordination and delivery of x 2 weeklong radio advertising campaigns.
  • Media coverage secured within 24 hours.
  • 100% of coverage secured in key national print media.
  • Hundred's of shoppers sampled muffin break products over opening weekend.

With a successful launch behind us, we’re proud to have helped Muffin Break carve out a warm spot in Belfast’s food scene.

Let’s create your success story

Team up with us to create a story that speaks to your audience, inspires them to act, and brings you real results.
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