Launching The Hummingbird Bakery’s Brand New Muffins

31 May

What we did:
When The Hummingbird Bakery introduced muffins to their iconic range for the very first time, we were brought in to create excitement, drive awareness and boost sales across all channels.

As always, we began with the visuals. We creative directed the photoshoot, capturing playful, vibrant imagery that highlighted the indulgent new flavours while staying true to the brand’s joyful aesthetic. These assets were used across all digital platforms and in-store to support a cohesive launch.

We then rolled out a full digital campaign with a focus on visibility, storytelling and conversion:

– Social media content across Instagram, Facebook, X (formerly Twitter), spotlighting the new products and driving anticipation
– Influencer gifting across London to generate UGC, authentic reviews and launch-day buzz
– Email newsletters with bold visuals and strong CTAs, driving traffic online and footfall in-store
– Paid advertising across Google (Search) to maximise reach and conversion

The results:
– Sales uplift both in-store and online, driven by newsletters and social buzz
– 1.45 million influencer reach, with strong engagement and UGC
– The muffin announcement was the best performing post on X and Facebook in May
– High product awareness and excitement generated ongoing momentum post-launch

This was a standout product launch for the brand — and we were proud to lead every part of the campaign, from creative direction to digital execution.

The Campaign Content: