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franchise pr case study


Muffin Break


  With some 200 sweet and savoury muffin recipes, Muffin Break is renowned for their fresh-baked goods, prepared onsite and served with their distinctive blend of espresso. First launched in 1989, there are now over 200 franchises internationally.

The Brief

  • Strengthen the Muffin Break brand via appearances in the media
  • Publicise key elements and business benefits of the Muffin Break franchise structure
  • Encourage consumers to buy more Muffin Break products
  • Promote Muffin Break’s new Weight Watchers muffins


Our Success

WordStorm worked with Muffin Break on creating the unofficial ‘Election Bean Poll’ for the 2007 Australian Federal election. Muffin Break placed glass jars on their counters illustrating the different parties’ names. Every time a customer bought a coffee they were asked to ‘vote’ by placing a coffee bean into their chosen jar. WordStorm used the data from all the Muffin Break stores to garner media attention. As a result, Muffin Break received product placements and feature articles in many national media outlets increasing awareness of the brand significantly.


Media Coverage

Over several years, WordStorm achieved editorial coverage about Muffin Break in publications such as Retail World, Woman's Day, NW, The Daily Telegraph, The Sunday Telegraph - Sunday Magazine, The Sunday Telegraph - Body + Soul, The Sunday Times and mX.



“WordStorm has been able to attain a great deal of publicity for both our brands since we begun working with them. In the past we have found it difficult to find a PR company who could deliver and ensure we achieved return on investment, however with WordStorm the investment has always been worthwhile.”

Sharne Tanner National Marketing Manager, Foodco Group



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