My Muscle Chef - Take Back Sundays
How do you save fitness buffs from boring Sunday meal prep?
My Muscle Chef sought to reclaim its leadership in the crowded ready-to-eat meal market by connecting with its core audience of fit individuals on a key cultural insight. Recognising that Sundays are often hijacked by tedious meal prep for the week, we challenged our audience to “Take Back Sundays” for more preferable fitness based pursuits.
We collaborated with fitness influencers such as parkour athlete Dylan Pawson, MMA fighter Tomi Kovak and runner Aneka Reid as well as featuring them in the integrated campaign across BVOD, YouTube, Meta, TikTok, retail and OOH.
Across Instagram and TikTok we briefed MYMC’s go-to posse of fitness influencers like @miela_goodchild, @montanawalterss and @mikmallia to show us how they take back their Sundays from boring meal prep with the Sunday Takeover, with new content going live every Sunday.
