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My Muscle Chef Redefines What It Means to Be Strong


Campaign from TBWA\Sydney focuses on 'Total Self Fitness' and sets precedent for brand direction

My Muscle Chef Redefines What It Means to Be Strong

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.

To view the TVCs, please visit here for Patience and here for Memory. And for more information on My Muscle Chef, please visit

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Genres: Comedy

Categories: Convenience, Food

TBWA\Sydney, Mon, 07 Feb 2022 09:59:27 GMT