B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • Anthony Albanese
  • NRL
  • Pinterest
  • State of Origin
  • Thinkerbell
  • AI
  • imaa
  • ARN
  • Meta
  • Federal Election
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: My Muscle Chef Unveils Fun New Brand Campaign Via TBWA
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > My Muscle Chef Unveils Fun New Brand Campaign Via TBWA
Campaigns

My Muscle Chef Unveils Fun New Brand Campaign Via TBWA

Staff Writers
Published on: 7th February 2022 at 9:41 AM
Staff Writers
Share
7 Min Read
SHARE

My Muscle Chef (MYMC), Australia’s fastest growing functional food and beverage company, today announced its new brand campaign, “Strong Like This”. 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.

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.

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, 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.”

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.

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

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: my muscle chef, tbwa
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Sexual Health & Wellness Company Moments Acquires Christina Zafirov
02/07/2025
European Programmatic Media Service Cognitive AI Launches In APAC
02/07/2025
Enigma Snags Dom Hickey From Howatson+Company For Chief Stratagy Officer Role
02/07/2025
TRP Revs Up ‘Samsonite Vs The Drag Car’ Campaign For Luggage Brand
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?