My Muscle Chef redefines what it means to be strong in new campaign via TBWA\Sydney
My Muscle Chef (MYMC), Australia’s fastest growing functional food and beverage company, has today announced its new brand campaign, ‘Strong Like This’ via TBWA\Sydney.
The campaign expands on the company’s current tagline, ‘Every Body, Every Goal’ and redefines what it means ‘to be fit’ and strong.
The homegrown Australian business, which specialises in protein-rich fresh ready-made meals, drinks and snacks across all meal occasions, coined the tagline ‘Every Body, Every Goal’ three years ago. At the time, MYMC observed its consumers’ goals as calorie control, performance and building muscle. However, over the last two years, the global health crisis and growing customer base encouraged the company to reshape its positioning.
The past two years highlighted to MYMC that feeling good and living healthy every day is more than just training physical muscles, it is also about exercising thoughts (mental fitness) and flexing feelings (emotional fitness). MYMC defines this holistic concept as “Total Self Fitness”, which is the inspiration for the new campaign and brand sentiment.
‘Strong Like This’ stems from “Total Self Fitness”. MYMC’s new brand platform aims to educate Australians that strength is not just for the physically strong. Whether a working mother is rushing to take her children to extracurricular activities or a paramedic is trying to stay alert during a night shift, strength can be found in life’s everyday obstacles if good nutrition is part of the equation. Strength is for everyone and every muscle, in body and being, and as long as consumers are fuelled by good nutrition, everything is connected and every goal is achievable.
Says Liam Loan-Lack, head of marketing at My Muscle Chef: “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.
Adhering to “Total Self Fitness” for the first time as a brand, MYMC’s ‘Strong Like This’ campaign heroes the company’s diverse audience and their goals. The campaign shows Australians that the nutrient-dense, protein-packed products do not just help with physical strength, but give the body all kinds of strength, for all kinds of situations, including physical, mental, emotional and spiritual strength.
MYMC have created a playful and uplifting creative, depicting everyday strength through everyday challenging moments. The first narrative looks at how one woman has seemingly forgotten her friend’s name after a fitness session, but after enjoying her MYMC protein smoothie, she 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 savouring his protein-rich MYMC meal, he resists the temptation to answer his messages in order to spend quality time with his daughter.
TBWA\Sydney, appointed in 2021 by MYMC, led the brand strategy and creative and worked closely with production company, Revolver; sound studio, Otis, and post-production company, The Glue Society Studios to bring the ‘Strong Like This’ narrative to life.
Says Evan Roberts, chief creative officer, TBWA\Sydney: “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 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), until 30th June 2022.
For more information on My Muscle Chef, please visit mymusclechef.com.
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
Producer: Alex Kember
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
23 Comments
The press release needs a press release to explain it.
It’s a ready made meal, how complicated can it be?
Love it. Far out these meals taste so much better than anything else out there. Great strategy work (and cooking)
I watched this but didn’t understand what was going on or what it had to do with the product.
Her name rhymes with tree-anchor got a lol from me. This work is fun.
love this, super fresh and fun. kudos TBWA
Strat is on point 👌
Fun spots! And what’s to get @confusing? My MC helps keep you strong for everyday things. Simples
Great strategy and strong creative platform. Well done all!
The first viewing I was intrigued, with a sharper focus on a second viewing I can totally relate. There is a solid insight … look after your diet with MYMC and a lot more comes into focus than just your body.
Love these. I just say mate when I forget someone’s name, but will eat these next time.
Great Strat and fun creative in a category that tends to take itself too seriously. Love it Triiianca!!!
Props to all
They’ve got strat pedigree those TBWA-ers. Sets up the brand uniquely in category. Strong stuff,
Gainzzzz mirin
I’m not a strategist and nor do I work at TBWA, but this strategy is one of the best I’ve ever seen.
I never knew the female character from the Squarespace ad was called Bianca.
https://campaignbrief.com/squarespace-launches-first-australian-specific-campaign-make-a-name-for-yourself-shot-by-aussie-director-sam-hibbard/
Did Glue win this pitch/concept for TBWA?
the strat is great, beats showing fresh food that looks nothing like the ready made meal.
Is one of the strategists astroturfing this thing?
It’s beyond transparent. If such a thing exists
Much like the talent in the ad I’m really confused.
Sorry, but after watching it as a consumer would (i.e without the diatribe of strat-speak) I have no idea how this works or what it’s trying to do…
Confusing campaign, which, despite the obvious positive comments from its creators, is very ordinary fare.
So you eat the meals and then you get a holiday scenic appear behind you?
Direction terrible. Casting bad. Visually confusing. I’ve seen retail spots that are sharper.
So I’m guessing glue wrote these?
There’s like half a dozen comments here from agency telling us how insightful the messaging is. No one else is thinking about the product and leaving comments about it.
To the brainwashed (yes, YOU, reading this) and out of shape:
You can eat nothing but oily burgers and still be/get lean, in-shape, ripped… Quite easily.
High protein does NOT = big muscles, low bodyfat…
Big muscles = anabolic drugs + lifting weights (canNOT be done without drugs. EVERY muscular actor/actress, athlete, bodybuilder, person you know… takes or took anabolic drugs to achieve their muscular build. From Madonna to Hugh Jackman to Usain Bolt. Don’t even THINK about “how did they pass drug tests then?” or “he/she’d never take steroids”. Just NO. Shoosh with that stupidity.).
Being/getting lean = eating the right amount of CALORIES aka “Energy”. NOT eating “healthy”, salads, low fat…
Eat/drink less calories and you WILL LOSE WEIGHT. It’s a) that simple, and b) impossible not to. You don’t need to buy overpriced fancy meals, protein powders, hire anyone… No(t even) exercise required.
If you want to get in (better) shape, lift weights – AFTER you’ve lost your excess fat by eating less and getting over your food addiction. You don’t need a gym when starting. Bodyweight exercises and a couple dumbbells are enough for a good lean-ripped build.
Understand and research what you consume. Think you barely eat but can’t lose the 10kg’s you want and blame your “genetics” or “big bones” or thyroid gland…? Well how about the 5 coffees you drink every day which you load with sugar and milk? What? You thought that didn’t contribute to your weight because it’s just a drink? Guess again.
Eat/drink more than you burn and you’ll get fatter (unless you’re on anabolics, building muscle, know what you’re doing, ripped… or if you’re skinny and trying to put on weight).
I’m sick and tired of seeing overly fat people working out, trying to lose weight. Just spinning their wheels. They burn off 200 calories, then eat a 400 calorie muffin. Get over your food addiction. Stop eating and drinking calories every 20 minutes. You have no business going to the gym or hiring a personal trainer if you’re overly fat.