Muffin Break’s social media-savvy marketing team has been recognised at the inaugural Quick-Service Restaurant (QSR) Media Awards.

Taking out top gong in the Social Media category, Muffin Break was recognised for its recent campaign, Win Your Daily Cup, which proved to be Australia’s largest-ever independent online coffee survey, based on volume of participants by a brand in Australia.

Across four weeks in February and March, the bakery-café chain invited its customers to share their preferred coffee size, style, milk and strength for the chance to win their daily cup of coffee free for a year. The response exceeded all expectations, resulting in more than 32,000 entries, as well as an explosion of shares and conversations across Facebook, Twitter and Google+.

Muffin Break marketing manager Gemma Fitzsimons said the entire team was amazed with the results.

“Coffee is the heart of our business – a true passion and point of difference that makes up half of our in-store sales,” she said.

“The objective for this campaign was to understand our fans’ daily coffee orders as part of a longer term social media strategy allowing us to communicate with fans in line with their preferences as well as sharing our coffee credentials with them.

“We are succeeding in making sure customers recognise that Muffin Break, as a bakery-café, can make their favourite daily cup, every time.”

Not only did the brand deliver the biggest coffee survey by a brand in Australia, it smashed its own KPIs and demonstrated social media can help drive business forward.

“All for the cost of giving away one prize of free coffee every day for a year,” Gemma said.

The results of the campaign included 32,000 unique entries into the Muffin Break database and 535,927 unique people reached.