Encompassing over 200 sweet and savory muffin recipes, Muffin Break is renowned for their freshly baked goods prepared daily onsite, providing an irresistible range of baked products as well as Muffin Break’s distinctive blend of espresso coffee. First launched in 1989, Muffin Break has since grown to 156 stores nationwide and a further 56 internationally with an annual growth of about 10 new sites per year.

Jamaica Blue offers a contemporary café experience ranging from espresso bars to café restaurants, providing a diverse range of light meals as well as Jamaica Blue’s distinctive blend of espresso coffee. First launched in 1992, Jamaica Blue has since grown to 45 stores nationwide and a further 21 internationally with an annual growth of 10-15 new sites per year.

Both Muffin Break and Jamaica Blue operate under the Foodco Group. The Foodco Group is an Australian franchise company which comprises over 250 retail outlets trading through the Muffin Break specialty bakery and Jamaica Blue cafes. Foodco currently operates in Australia, New Zealand, USA, Kuwait, Dubai, the UK, China and Taiwan.

WordStorm implemented a comprehensive PR campaign which publicised both brands in the Australian media.

Our Aims

• Strengthen the Muffin Break and Jamaica Blue brands through repeat appearances in the media, particularly print
  
• Publicise key elements and benefits of the Muffin Break and Jamaica Blue franchise structures
  
• Encourage consumers to buy Muffin Break and Jamaica Blue products
  
• To affirm Muffin Break and Jamaica Blue’s position as first choice for quality, efficiency and well priced food and beverages
  
• To promote Muffin Break’s new Weight Watchers Muffins
  
• To promote Jamaica Blue’s new lunch menu Light Blue

“WordStorm has been able to attain a great deal of publicity for both our brand since we have 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 Pty Ltd

What We Achieved

WordStorm achieved product placements and feature articles for Muffin Break and Jamaica Blue in national and metro media including food and women’s magazine. We feel that the publicity gained supported the marketing plan by exposing the Muffin Break and Jamaica Blue franchises across trade, consumer and business press as well as promoting their exclusive blends of coffee, in store marketing promotions and franchising businesses.

Media Coverage

Newspapers and magazines that have published stories during the campaign include: The Saturday Daily Telegraph, The Sunday Telegraph Sunday Magazine, The Sunday Telegraph Body + Soul, The Sydney Morning Herald Essential, Australian Financial Review, The Sunday Times, The Eastern Reporter, mX, City Weekly, Life Weekly, Retail World, Woman's Day, NW and Disney GiRL. Other media where Foodco has featured include: www.Motherinc.com.au, www.Femail.com.au, www.Busywoman.net.au and Marie Claire Online.