My Muscle Chef - No Compromise Nutrition

How do you cut through the noise in a saturated supplements market on a shoestring budget?

Our challenge was to launch My Muscle Chef’s new range of protein powders as an essential part of its high-protein ecosystem. In a category crowded with quick fixes, we reframed supplements not as shortcuts, but as the missing piece supporting optimal health and filling dietary gaps without the excess.

Rooted in MYMC’s mission of Every Body, Every Goal, we positioned the powders as next-gen essentials for those who don’t cut corners.

We launched a high-energy social campaign fronted by some of MYMC’s go-to fitness influencers; @montanawalterss, @rorystephen, @jaredmicallef, and @jackkiraz each paired with a specific product from the range. Across Instagram and Facebook, they showed how they fuel their fitness goals without compromise. Just like MYMC.