Australia – Functional food and beverage (F&B) company, My Muscle Chef (MYMC) in Australia, has launched a new brand campaign, aimed at expanding on the company’s new tagline ‘Every Body, Every Goal’ and redefining what it means ‘to be fit’ and strong. 

MYMC specialises in protein-rich fresh ready-made meals, drinks and snacks across all meal occasions. It also observes the consumers’ goals as calorie control, performance, and building muscle.

According to MYMC, the past two years highlighted that feeling good and living healthy every day is more than just training physical muscles, it is also about exercising mental and emotional fitness, which defines this holistic concept as ‘Total Self Fitness’, which is the inspiration for the new campaign and brand sentiment.

The new campaign, which was created in collaboration with advertising agency TBWA\Sydney, aims to show Australians that 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. 

Titled ‘Strong Like This’, the new campaign is 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. Meanwhile, 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.

Liam Loan-Lack, MYMC’s head of marketing, shared that they are 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. 

“‘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,” said Loan-Lack. 

Meanwhile, Evan Roberts, TBWA\Sydney’s 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 be available until 30 June 2022 across TV, broadcaster video on demand (BVOD), online video (OLV), and Out of Home (OOH), as well as social and search engine marketing (SEM).