MARKETING | Staff Reporter, Australia

Muffin Break secures Sunrise sponsorship deal

It will run a 12-month strategic sponsorship with the primetime breakfast show.

Natalie Brennan, general manager of Muffin Break said, “Sunrise is Australia’s favourite breakfast program and like Muffin Break no stranger to early mornings. Data has shown us that the demographic of both our brand and Channel 7 Sunrise are very similar; we share common values including authenticity, community alignment and being a part of people’s every day. This partnership enables us to run campaigns that we know will be of interest to this audience.”

“Muffin Break have been working hard over the last few years to evolve and educate consumers on its promise of delivering a little bit of goodness into everything it does, whether that be baking fresh muffins, making wraps, barista made coffee or just being involved in the local community. Our new alignment with Channel 7 Sunrise is a natural evolution to amplify our Muffin Break ethos. To be able to get Muffin Break in the hands of celebrity guests, experts, and key figures driving the current news agenda is hugely beneficial. Various topics discussed on Sunrise are talking points for so many of our customers when they visit our stores for a morning coffee,“ she added.

As part of the sponsorship, the Sunrise team now has Muffin Break mugs on set, further reinforcing awareness. Other shows in the Channel 7, including The Morning Show and The Daily Edition, will also use the fully equipped green room securing Muffin Break exposure during breakfast, morning tea, and afternoon tea times.

Over the 12 months, there will also be features on Muffin Break coffee and products to educate consumers on the Australian ingredients and wholesome process. The partnership will act as a vehicle for integrated promotions and consumer activations, as well as a platform for new integrated product launches and consumer special offers for Sunrise viewers visiting local Muffin Break stores.

The third tier of the sponsorship includes giving back to the local community, as Muffin Break exists in most communities across the country both metro and regional.

Lisa Squillace, director of program partnerships at Channel 7 said, “We are extremely excited to have Muffin Break as the coffee partner of Sunrise, it’s a great brand fit for the program which gives us the opportunity to integrate Muffin Break seamlessly each morning. We’ve been hugely impressed with the collaborative and integrated nature of this sponsorship and are excited for the many benefits this will bring not just to our guests but our viewers.“

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