My Muscle Chef launches first TVC

5 February 2021

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Former NRL West Tigers athlete Chris Lawrence and Australian Netball player Sarah Wall feature in two TVCs.

Fast-growing Australian-owned functional food and beverage company My Muscle Chef has launched its first TVC alongside a major integrated brand campaign.

After a significant year of growth which saw the company sell over 400,000 meals a week and record about $150 million a year in sales, the team is gearing up for its next leg of growth as it continues its expansion in the food and beverage category.

“Our growth has been phenomenal over the past two years and this campaign brings to life what makes the My Muscle Chef product and service so special," My Muscle Chef head of marketing Clementine Churchill says.

"No matter what your goals or priorities are, My Muscle Chef is there to give you the support you need to achieve them. In a world of uncertainty, you can count on My Muscle Chef to help you lead an active and healthy life.”

My Muscle Chef proudly fuels all kinds of people - from elite athletes to busy parents and young professionals to time poor people.

No matter, what someone's goals are, the campaign brings to life the emotional benefits of having more time back in the day - allowing people the freedom to live the life they really want to live.

Former NRL West Tigers athlete Chris Lawrence and Australian Netball player Sarah Wall feature in two TVCs sharing their stories around finding balance whilst juggling family life, building a business, and maintaining their health and fitness.

Research commissioned by My Muscle Chef shows that thousands of Australians are spending over 32 hours every month on shopping, cooking, and cleaning.

My Muscle Chef, a food delivery service, takes the time out of manual meal prep so that people can achieve their best every day and smash their own personal boundaries, whether at work, in the gym, or at home.

My Muscle Chef’s brand campaign will be live on TV, out of home, bus and trams, BVOD, social, online video, digital, and spotify.

Client: ​My Muscle Chef
Media: ​Kaimera
Creative: ​ASTUTE AGENCY and Our Revolution
Production: ​RASKÖLS
PR: ​M&C Saatchi Sport & Entertainment

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