A pitch-winning platform idea, “Take a Breakation”, reframes how consumers see the brand, unifying their diverse product range under a common banner, and driving growth beyond the humble muffin.

Previously, Muffin Break's communications were sporadic, relying heavily on tactical campaigns and constant social media presence. The new brand overhaul encompasses a refreshed visual identity, a playful tone of voice, and innovative product launches, all supported by a more consistently executed above-the-line marketing campaign.

Part of an integrated strategy, the new brand platform positions the brand as a break from the busy day-to-day and as a place to take a pause.