My Muscle Chef appoints indie agency Chello and launches new Take Back Sunday campaign

Australia’s leading provider of premium, ready-made meals, My Muscle Chef, has appointed independent agency Chello as its brand strategy and creative agency of record, kicking-off with the new Take Back Sunday campaign.

It’s full circle for Chello, who led My Muscle Chef’s rebrand in 2019, and recently won the competitive pitch for its brand and creative work.

My Muscle Chef saw an opportunity to reinforce its position in the market as the brand for the Fit Individual: a routine-obsessed and nutrition-focussed group, looking for taste, choice and convenience. As a result, the brand has gone back to its roots both with a focus on its core strategy, and returning to work with Chello – this new positioning being a move away from My Muscle Chef’s last campaign centered on weight loss, activating the outlaw spirit living at the heart of the brand.

Says Tristan Velasco, co-founder and creative director, Chello: “The power of the Take Back Sunday concept lies in its connection of brand strategy and content creation through a genuine cultural insight in the ‘Sunday Scaries’. This is where we really begin to see the value of building the bridge between brand and content come through in our campaign work. A way of working that inspires all involved — and something that hopefully consumers can share in too as they engage with the brand.”

The integrated campaign goes live this week, across OOH, social, Youtube, BVOD and network display. The campaign leverages the cultural insight that most Fit Individuals fret about prepping healthy, fresh, nutritionally balanced, meals for their busy weeks ahead. With My Muscle Chef, there’s no need to worry about the dreaded ‘Sunday Scaries’ that come with meal prepping, with their wide range of meals that never compromise on taste or nutritional value.

Says Tushar Menon, CEO and co-founder of My Muscle Chef: “We worked with Chello on our rebrand in 2019, and were thrilled by their creative thinking and elevation of the brand. What really stood out to us during the pitch process, was how seamlessly Chello tied in our offering to a relevant cultural insight of the Sunday Scaries. This new era of campaign work gives us that same excited feeling, pushing us away from our competitors and taking us from strength to strength.”

Says Lindsay Rogers, managing director, Chello: “We have a special place in our hearts for My Muscle Chef, as we worked with the team four years ago building the brand foundations and launching the creative platform ‘fueling persistence’. It’s great to be back in the hot seat, pushing the brand forward, and doubling down on our core audience of fit, time-poor individuals who value quality fresh food.

“Chello as an agency has also evolved in the last number of years. We’ve married our brand foundations to build out our campaign arm, leveraging our in-house production offering, which means we can take deep brand thinking through to creative work, as the bridge between brand and all forms of content.

“There are exciting things in the pipeline for My Muscle Chef as we continue to cement the brand as the leader in its category, and we’re only just getting started.”

My Muscle Chef
Head of Marketing: Dee Wescombe
Retail & Campaign Manager: Julian Filip
Product Marketing Manager: Rhiannon Purrer
Marketing Communications Lead: Kimberley Dadic
Growth & Performance Manager: Mark Rowe
eCommerce Growth Lead: Stephen Macree
eCommerce Growth Executive: Palak Sahni

Chello
Creative Directors: Tristan Velasco & Cat Tubb
Design Director: Natalie Wong
Senior Designers: Chesca Ruta, Andrew Lopez & Becky Davis
Senior Copywriters: Charlie Roberts & Celina Siriyos
Account Directors: Chelo Bacarro & Jemma Parkin
Director: Shea Bennett
Senior Producer: Ceri Jones
Junior Producer: Lauren Barrett
Senior Motion Designer: Joel Stylis
Motion Designer: Isabelle Coury