Of all the reasons to eat ready meals, TBWA\Sydney and My Muscle Chef have dreamed up the greatest – to have the patience for daddy-daughter play and a memory that doesn’t forget people’s names. Their campaign also has something the others have omitted, relatable humour.
The campaign, Strong Like This, builds on the company’s current tagline, Every Body, Every Goal and redefines what it means to be fit and strong. The brand has a unique promise – its meals are high protein and while Every Body, Every Goal fitted into the beginning of a growing food trend, Muscle Chef now needs to use its point of difference to stand out. Its competitors are many.
The brand is also capitalising on the broadening appeal of protein, which was once seen as body builders’ fuel (something that the brand name seems ot underline). The new campaign highlights the fact that protein is also important for mind and emotional strength and shows that My Muscle Chef is relevant to a broad range of people.
Head of marketing at My Muscle Chef, Liam Loan-Lack, stated, “This is the start of a whole new chapter for us at My Muscle Chef, it’s not just another brand campaign. We’re launching a new platform to unify the entire business more closely to the modern consumer sentiment around what it means to be ‘healthy’ and ‘fit’ – that it’s not just about looking good but feeling good holistically.
“We understand consumers are increasingly time-poor, and the constant pressure that comes with achieving goals, which are more than building muscle at the gym. Yet still, there is a lack of awareness around the importance of consistent, good nutrition as the connector of total wellbeing. The simple fact is that consumers want to feel good, not just look great. Strong Like This is the consumer facing expression of how we are fundamentally living up to this sentiment. To us at My Muscle Chef, it is a new, more responsible narrative around health and wellbeing.”
TBWA Sydney, appointed in 2021 by MYMC, led the brand strategy and creative. The two commercials were directed by Jonathan Kneebone & Millicent Malcolm at The Glue Society and produced by Revolver. Sound is by Otis and post-production by The Glue Society Studios.
Evan Roberts, TBWA\Sydney Chief Creative Officer, stated, “It’s not every day you get to be involved with such a disruptive brand at such a critical juncture in their growth. We hope the Strong Like This platform can create another defining moment in the My Muscle Chef story.”
The brand campaign launched on February 6 and is running across TV, BVOD, online video, OOH, social and search engine marketing until June 30.
Credits:
Client: MYMC
Head of Marketing: Liam Loan-Lack
Senior Marketing Manager: Ryan Guthrie
Brand Manager: Rhiannon Purrer
Creative Agency: TBWA
CEO: Paul Bradbury
CCO: Evan Roberts
CSO: Matt Springate
Group Strategy director: Sebastian Revell
Junior Strategist: Benjamin Trini
Creative Director: Bec Johnson-pond
Art Directors: Meredith Besseling & Neil Walshe
Copywriters: Romy Smith & Simon Veckner
Client Partner: Camilla Stapley
Business Director: Alex Stickler
Senior Integrated Producer: Jonathan Pitcher
Production Company: Revolver
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Alex Kember
Directing Collective: The Glue Society
Director: Jonathan Kneebone & Millicent Malcolm
Director of Photography: Jeremy Rouse
Production Designer: Enzo Iacono
Wardrobe: Matt Stegh
Food Stylist: Kayla Cameron
Casting: Toni Higginbotham Casting
Photography Company: Union Management
Photographer: Damian Bennett
Post-Production: The Glue Society Studios
Editor: Luke Crethar
Colourist: Andy Clarkson
Flame: Naomi Anderlini
Retouching: Ghinny Lau
Sound & Music Studio: Otis
Sound: Beau Silvester
Media Agency: Kaimera
