New creatives in the kitchen: My Muscle Chef appoints TBWA to its creative account
My Muscle Chef has appointed TBWA\Sydney as its strategic and creative agency partner, as the ready-made meal business continues to surge following a strong growth period in 2020, including securing tens of millions in new private equity funding.
What you need to know:
- TBWA\Sydney has won My Muscle Chef's creative account.
- My Muscle Chef serves 1.6 million readymade meals delivered to 4500 suburbs every month.
- Last October, My Muscle Chef received more than $100 million in funding from Quadrant Private Equity.
Ready-to-eat meal business My Muscle Chef has appointed TBWA\Sydney to its strategic and creative account.
The business, which was founded by two brothers in a Sydney garage in 2013, delivers meals, snacks and protein drinks to 4,500 suburbs and 2,500 stockists every month.
It delivers more than 1.6 million meals a month and received $100 million in funding from Quadrant Privacy Equity in October last year.
Nick Love, Chief Customer Officer at My Muscle Chef, said: “As the market continues to expand and consumer attitudes to nutrition, convenience and quality evolve, we are excited to partner with TBWA\Sydney to develop a distinctive new brand platform to support our future growth and differentiation beyond our award-winning meals.”
Earlier this year, My Muscle Chef marketing boss Clementine Churchill exited the business to join hospitality tech start-up me&u.
2021’s most valuable brand-owned media channel might surprise you (hint: it’s not social or the web)
The most valuable media channel of 2021 that brands own and control themselves has an average click-through rate around 100 times higher than most ads. It’s not a page on the latest social media platform, a digital screen network, or a brand activation zone. It’s bigger than Facebook, trusted, brand-safe and personalised. But marketers need to respect – and better leverage - its value. Because hot channels rarely equate to valuable channels, says Sonder's Jonathan Hopkins.