Mindful Chef, the recipe box company, has appointed a new agency as part of plans expand its audience and build deeper connections with health-conscious consumers.
McCann London has been hired to handle the brief to develop a new brand platform following a competitive pitch; the agency takes over from previous incumbent The Or. Mindful Chef has also recently launched a new visual identity through Mother Design.
Launched in 2015, by three childhood friends from Devon, Myles Hopper, Giles Humphries, and Rob Grieg-Gran, Nestlé acquired a majority stake in the business in 2020.
Mindful Chef’s top UK rivals are Gousto and HelloFresh, although it competes most directly with premium and health-conscious alternatives like Green Chef, Riverford, and Prep Kitchen.
According to Mindful Chef, the appointment of McCann represents the largest marketing investment in the company’s history, with the upcoming activity set to play a central role in the company’s growth strategy.
The recipe box brand aims to reach more UK households as it continues to focus on healthy eating and wellbeing. The campaign will support broader business ambitions under the leadership of recently appointed chief marketing officer Mary Rochester Gearing.
She said: “We were looking for a partner to share our ambition and really help us raise our game. What impressed us most was McCann’s ability to connect with our audience.
“The team really understood the Mindful Chef proposition, we aren’t just about convenient meal delivery, we are about making food a positive force in how people feel and live. McCann’s platform gives us the framework to tell that bigger story.”
The new platform is intended to help communicate the brand’s wider purpose beyond meal delivery, focusing on the role food can play in supporting healthier lifestyles.
McCann London chief executive Mel Arrow commented: “We’re thrilled to be working with Mindful Chef. A creative and determined brand, with excellent people leading it, who know a transformational idea when they see it. The start of something truly delicious.”
The first work is expected to launch in the autumn.
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