Muffin Break wants customers to seize the day in first creative work with Jnr
Trans-Tasman creative agency Jnr has served up its first piece of work for coffee chain Muffin Break.
The agency — which entered the market in early 2024, led by ex-Special NZ general manager John Marshall, and ex-Ogilvy Sydney chief strategy officer, Ryan O’Connell — was named as creative agency of record for Muffin Break five months ago.
“They were looking for a creative partner to lead their creative into the future. So we’ve been brought along to do that strategically and creatively,” Marshall told Mumbrella at the time.
Now, the agency has helped Muffin Break undergo a brand refresh, adopting the new platform, Cafe Diem to deliver a “playful invitation to Australians” to indulge in the coffee outlet’s treats and seize the day. According to Donna Oakley-Davies, Muffin Break’s general manager of customer and marketing, it’s also an invitation to rediscover the chain’s brand.
“This new platform is a playful invitation for both our cherished loyal customers and new friends alike to rediscover the delightful world of Muffin Break,” she said in a media release.
In the same release, O’Connell said the creative’s playfulness was intentional, as many “coffee shop experiences have become very transactional”.
“We want to bring some smiles and a little bit playful fun back into it” he continued.
“A coffee and something great to eat should set you up to take on the day. But we’re pretty honest in knowing it’s not going to change your life either. So, we had some fun with that in this campaign.”
O’Connell’s sentiment is echoed in three 15-second hero films that focus on a different Australian as they enjoy their drink or treat from Muffin Break. But despite an energetic voiceover attempting to make their day sound like an epic adventure, the mechanic, science teacher and soccer coach all break the fourth wall to rein in the voiceover’s enthusiasm.
“From the bold outdoor, to the smile-inducing short form films, we wanted to ensure the brand and the products were always the heroes. We’re really happy with how the campaign turned out, and we’re excited about the new direction of the brand and business,” Marshall said.
The work debuts just over one month after Jnr hired a partner and executive creative director in Jenny Mak — a former creative partner at DDB Group Australia.
Mak’s appointment saw her reunite with O’Connell, as they previously worked together at Ogilvy.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say