My Muscle Chef appoints TBWA Sydney to lead creative work

My Muscle Chef has today appointed TBWA Sydney as its new strategic and creative agency partner. The appointment comes after the ready-made meal, snacks and drinks company launched its first TVC in February via Astute Agency and Our Revolution.

My Muscle Chef was established in a garage in Sydney in 2013, by gym-going brothers, Tushar and Nishant Menon, who questioned why no one had yet created a range of specifically tailored, fresh meals that were healthy, high in protein and absolutely delicious.

Nick Love, chief customer officer at My Muscle Chef

Since launch, My Muscle Chef has grown, delivering over 1.6 million meals, snacks and protein drinks direct to consumers in over 4,500 suburbs and to 2500+ stockists in Australia every month.

In October 2020 Quadrant Private Equity invested in My Muscle Chef to accelerate its growth.

Nick Love, chief customer officer at My Muscle Chef, said: “Our team has always been driven to find a better way to fuel active Australians, whatever their goals, with readily available, quality, high protein fresh meals, snacks and drinks for all occasions.

Paul Bradbury, TBWA CEO Australia & New Zealand

“As the market continues to expand and consumer attitudes to nutrition, convenience and quality evolve, we are excited to partner with TBWA\Sydney to develop a distinctive new brand platform to support our future growth and differentiation beyond our award- winning meals.”

Paul Bradbury, TBWA CEO Australia and  New Zealand, commented: “My Muscle Chef is an extraordinary business with extraordinary energy and ambition. We are very excited to be partnering with Nick and the team to continue their growth.”

My Muscle Chef’s recent growth has seen it record approximately $150 million a year in sales in 2020.

In January My Muscle Chef appointed M&C Saatchi Sport & Entertainment to its public relations account and then launched its first TVC, starring the West Tigers’ Chris Lawrence and Australian netball player Sarah Wall, the following month.


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