Celebrating the Launch of The Hummingbird Bakery’s Muffins with illy Coffee
What we did:
To mark the launch of The Hummingbird Bakery’s exciting new muffin range — including a special tiramisu muffin created in partnership with illy Coffee — we developed a comprehensive campaign blending newsletters, social media and in-store experiences.
Our strategy included:
Crafting engaging newsletters to announce the new muffins and highlight the exclusive tiramisu flavour, driving interest and visits both online and in-store.
Building a targeted social media strategy across Instagram, Facebook and Twitter, featuring vibrant mobile-optimised content and imagery from a creative photoshoot showcasing the muffins alongside illy Coffee’s new blends now available in-store.
Launching a high-impact Instagram competition to boost engagement, encourage sharing and attract new followers to the Hummingbird Bakery community.
Promoting the new muffins and coffees through a mix of influencer content, creating authentic buzz and reach among lifestyle and foodie audiences.
The results:
The newsletters performed exceptionally well, generating strong traffic and sales both online and in-store.
Influencer content helped amplify excitement, with positive engagement and authentic UGC.
The Instagram competition achieved impressive engagement metrics, with 30.1k views, 1.4k likes and 1.8k comments.
The campaign reached 28.8% non-followers, effectively introducing the illy Coffee’s audience to The Hummingbird Bakery.
The brand gained over 200 new followers, expanding its engaged social community.
By combining strategic newsletter marketing, creative social content and a fun competition, we successfully celebrated the launch of The Hummingbird Bakery’s muffins in style — perfectly paired with illy Coffee to delight customers both online and in-store.
The Campaign Content:
