Evan Roberts: “It’s not every day you get to be involved with such a disruptive brand."
My Muscle Chef (MYMC) announced a brand campaign, Strong Like This.
The campaign via TBWA Sydney expands on the company’s 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.
Head of Marketing at My Muscle Chef, Liam Loan-Lack: “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.
Evan Roberts, TBWA Sydney Chief Creative Officer: “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 started rolling from Sunday, February 6, across TV, broadcaster video on demand (BVOD), online video (OLV), Out of Home (OOH), social and search engine marketing (SEM), until June 30.
CREDITS
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
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
