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My Muscle Chef beefs up its media with Atomic 212

Ready-made meal company My Muscle Chef has appointed independent agency Atomic 212 to its media strategy, planning and buying account.

Led by Sascha Bonomally, Ashleigh Carter and Will Ridley, the account will add more employees to Atomic 212’s Sydney office.

My Muscle Chef’s meals target individuals with fitness and health goals, spanning high protein snacks and drinks categories.

CEO and founder of My Muscle Chef, Tushar Menon said: “It’s an exciting period for My Muscle Chef as we look to extend our leadership in the fresh ready meal category.

“We are excited to be partnering with Atomic 212 to drive growth across online and retail channels further. We were really impressed with their approach to holding all media accountable for its impact on revenue and profit over the short and long term across the full customer journey.”

Atomic 212 national CEO, Claire Fenner, said: “This is a fantastic achievement and we are delighted to partner with a data-driven client at the forefront of its category.

“We have a smarter, faster and accountable media model centralised by effective media, and this partnership will deliver on this ethos.

“Once again, our unique performance DNA has been brought to life by a wonderful team including Sascha, Ashleigh and Will, who have led a team to deliver outstanding strategic thinking.”

The account win came after Atomic 212 bumped the headcount of its Queensland team after winning one of the biggest media accounts in the country, Entain (Ladbrokes/Neds).

It was also reappointed by the Northern Territory Government and Tourism Northern Territory in May this year.

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