"This campaign is based on an insight authentic to the founder's story."
Independent media agency Atomic 212°, independent creative agency Chello and My Muscle Chef have joined forces to launch “Red is the new Black” campaign.
My Muscle Chef is shaking up the market with the launch of a fitness ready-to-eat-meal tray in its signature colour of red that brings serious new shelf-appeal and uniqueness to its product lines.
The new campaign adds another layer to the “Take Back Sunday” campaign that started in August this year.
The new packaging is rolling out now online and through retailers including Woolworths, Coles Local, IGA, Ampol, BP, 7-Eleven, EzyMart, QE Foods, OTR, Fitness First & Good Life.
The campaign is running across outdoor, digital, streaming, social, retail and podcast media and includes 3D billboards in Melbourne to generate cut-through and impact for the new packaging.
CEO and co-founder of My Muscle Chef, Tushar Menon, said ten years ago, My Muscle Chef was born out of entrepreneurship and 10 years later, we continue to innovate and disrupt in an increasingly competitive market.
“We owned the transition from frozen to fresh, and we made waves when we introduced our vacuum sealed packaging. Now it's only natural we take the next step to stand out from competitors," he said.
“We don't want to be lost in a sea of black trays on shelves and we want our customers to spot My Muscle Chef products easily, so that's why we're owning our distinctive My Muscle Chef red and rolling out the new trays,” he said.
Atomic 212° group account director, Jess Torstensson, said it has been an absolute pleasure collaborating with the My Muscle Chef and the Chello teams, crafting an integrated and innovative campaign that seamlessly combines media strategy and creative.
"We are excited to continue this growth journey with My Muscle Chef," said Torstensson.
Chello co-founder and creative director, Tristan Velasco, said it’s been a fantastic collaboration between the My Muscle Chef team, Atomic 212° and Chello.
"This campaign is based on an insight authentic to the founder's story and marks a significant moment in the brand’s history," he said.
"Here we bring together a rebrand, the introduction of the red tray and new packaging design, and a platform for an exciting new phase for the My Muscle Chef brand into the future.”
CREDITS:
Atomic 212°:
Head of Client Service: Ashleigh Carter
Group Account Director: Jess Torstensson
Planning & Trading Director: Jesse Chapman
Planning & Trading Manager: Sam McAuley
Planning & Trading Executive: Paris McIlwrath
Head of Performance: Sascha Bonomally
Digital Client Lead: Will Ridley
Performance Manager: Joe Seabridge
Performance Executive: Tia Mantero-Belard
Performance Executive: Isabella Morlin
Performance Executive: Chris Luong
My Muscle Chef:
Head of Marketing: Dee Wescombe
Retail and Campaign Manager: Julian Filip
Product Marketing Manager: Rhiannon Purrer
Marketing Executive: Zac Khalifa
Marketing Communications Lead: Kimberley Dadic
Growth and Performance Lead: Mark Rowe
eCommerce Growth Lead: Stephen Macree
eCommerce Growth Executive: Palak Sahni
Product Manager: Aneka Reid
Senior Product Designer: Denver Ross
Chello:
Creative Directors: Tristan Velasco and Cat Tubb
Design Director: Natalie Wong
Senior Designers: Chesca Ruta and Andrew Lopez
Senior Copywriter: Charlie Roberts
Account Director: Jemma Parkin
Director: Shea Bennett
Senior Producer: Ceri Jones
Junior Producer: Lauren Barrett
Senior Motion Designer: Joel Stylis
Motion Designer: Isabelle Coury
