My Muscle Chef redefines strength in new campaign via TBWA

My Muscle Chef is redefining what it means to be fit and strong in its latest brand campaign, ‘Strong Like This’, building on the brand’s ‘Every Body, Every Goal’ tagline.

The integrated campaign is the first under My Muscle Chef’s new head of marketing Liam Loan-Lack, who left his position as general manager of UM Brisbane to join the business in October last year.

One of OOH executions featuring the character from the Memory TVC

It is is also the brand’s first campaign with TBWA, who was named My Muscle Chef’s creative agency partner six months ago. The agency led the brand strategy and creative, working closely with production company, Revolver; sound studio, Otis, and post-production company, The Glue Society Studios, to bring the campaign to life.

Evan Roberts, TBWA Sydney chief creative officer, said, “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.”

Previously focused on calorie control, performance and muscle building as key consumer goals, the campaign marks the business’ decision to reshape their brand position in light of the global health crisis and their growing consumer base.

With a newly-expanded interpretation of health that extends beyond training physical muscles to include mental and emotional fitness, My Muscle Chef’s new concept of ‘Total Self Fitness’ is the inspiration behind the new campaign and brand sentiment.

Another example of the OOH execution

The campaign will begin rolling out from Sunday, 6th February 2022 across TV, broadcaster video on demand (BVOD), online video (OLV), Out of Home (OOH), social and search engine marketing (SEM), and will run until 30th June 2022.

Two TVCs will run as part of the campaign as six-second, 15-second and 30-second spots depicting situations where protagonist shows strength in an everyday challenging moment.

The first narrative looks at how one woman has seemingly forgotten her friend’s name after a fitness session, but after drinking her My Muscle Chef protein smoothie has the mental clarity to remember her friend’s name.

The second spot explores a father’s struggle between answering text messages from mates and playtime with his daughter. After finishing his protein-rich My Muscle Chef meal, he puts away his phone to spend quality time with his daughter.

Head of marketing at My Muscle Chef, Liam Loan-Lack said, “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,” continued Loan-Lack.


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
Jnr Strategist: Benjamin Trini
Creative Director: Bec Johnson-pond
Art Director: Meredith Besseling and Neil Walshe
Copywriter: Romy Smith and 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
Directing Collective: The Glue Society
Director: Jonathan Kneebone and 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 Company: 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
Stewart Gurney, Anna Magliano, Trent McMillan, Sarah Mushan

PR Agency: M&C Saatchi Sport & Entertainment


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