Australian independent media agency, Atomic 212°, has been appointed to the media strategy, planning and buying account for My Muscle Chef, effective immediately.
Atomic 212° will add new staff to its Sydney office to look after the My Muscle Chef account, which will be led by Sascha Bonomally, Ashleigh Carter and Will Ridley.
Established by CEO Tushar Menon in 2013, My Muscle Chef’s fresh ready meals have helped Australians lose weight, hit their fitness goals and feel healthier inside and out.
In recent years, it has taken its meals from frozen to fresh, launched into multiple high protein snacks and drinks categories, and has been awarded Product Review’s best food delivery service six years in a row.
Menon said it’s an exciting period for My Muscle Chef as the company looks to extend its leadership in the fresh ready meal category.
"We are excited to be partnering with Atomic 212° to drive growth across online and retail channels further," said Menon.
"We were really impressed with their approach to holding all media accountable for its impact on revenue and profit over the short and long term across the full customer journey."
Atomic 212° national chief executive officer, Claire Fenner, said this is a fantastic achievement and the agency is delighted to partner with a data-driven client at the forefront of its category.
"We have a smarter, faster and accountable media model centralised by effective media, and this partnership will deliver on this ethos," she said.
"Once again, our unique performance DNA has been brought to life by a wonderful team including Sascha, Ashleigh and Will, who have led a team to deliver outstanding strategic thinking.
“The My Muscle Chef appointment reflects the innovation and energy the team put into this project. We look forward to achieving great success."
The partnership with My Muscle Chef follows a period of growth at Atomic 212° nationally, including the expansion of its Brisbane office and several new hires in Sydney and Melbourne.
The agency has had a string of recent client wins including Craveable Brands, Ladbrokes, Neds, Zambrero, Sydney Water and Ponant; and its reappointment to the Northern Territory Government and Tourism Northern Territory accounts.
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