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News 20 Jul 2021 - 1 min read

New creatives in the kitchen: My Muscle Chef appoints TBWA to its creative account

By Sam Buckingham-Jones - Senior Writer

Nick Love, Chief Customer Officer at My Muscle Chef, and TBWA CEO ANZ Paul Bradbury.

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.

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