Essentially, Muffin Break pledged to pay for a takeaway coffee cup to be recycled every time a takeaway coffee/hot drink was sold at any of their 210 Australian locations. A noble enough concept, especially considering the fact that takeaway coffee cups don’t actually get recycled unless there is a paid initiative behind it. But there was just one problem.
Muffin Break didn’t know where to begin with communicating any of this to their 250,000 strong loyalty database — or the wider population for that matter.
How do you communicate an initiative of this scope and compel the desired consumer action? To capture the entire sentiment of the entire previous paragraph in a single tagline, while somehow explaining that the cups purchased by consumers are not necessarily the exact ones being recycled. Rather the cups being purchased were to be symbolically (and financially) matched with another separate cup altogether. Here’s how headmark. helped Muffin Break deliver an award-winning sustainability campaign.
As Muffin Break’s long-standing partner agency, not only did headmark have the advantage of knowing the brand right down to the microscopic detail — we also had a level of trust that can only be fostered through years of collaboration. Coupled with our agency setup, we were able to take Muffin Break’s sustainability brief and craft the messaging, creative through to the go-to-market strategy and execution.
Sustainability is not a trend Muffin Break sought to capitalise on. Sustainability is a commitment Muffin Break was prepared to dedicate themselves towards entirely. And the key to unlocking that very sentiment externally in the public’s own view was within the messaging. The message we crafted was “One cup sold, one cup recycled.” From there, headmark. started mapping out a pathway to take consumers on a curated journey.
Generating memorable creative assets to carry the messaging, we introduced the public to the sustainable cups; the “poster-child” of the entire campaign that would soon become synonymous with Muffin Break itself. Soon after, we took ownership of multiple digital channels with “One cup sold, one cup recycled” at the centrepiece. Initially, the task at hand was one of education designed to break down all the intricacies of the initiative in a digestible manner.
But once the foundation was set, and adequate momentum began to build, the task simply evolved into reaching further outwards through a wider “push”. It wasn’t long before the right people started taking notice, including the industry figures behind QSR and AFR. And then the accolades started coming in.
Fast forward a year on and what we have to show for it is:
All of this achieved through a tangible and simplistic message to help customers understand just how serious Muffin Break is about sustainability. The right message, targeted to the right people, positioned at the right place, and at exactly the right time. That’s the headmark. promise.