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How My Muscle Chef Drove More Than $9m In Sales Without A Bottomless Deal In Sight

Commission Factory and My Muscle Chef won at The Drum Awards for Digital Advertising APAC 2022 in the Most Effective Use of Affiliate Marketing for its My Muscle Chef and Commission Factory Win Big While Breaking the Deep Deals Paradigm. Here, we find out more about what went into this successful campaign.

Sydney-based influencers @eatingupwiththehannshians review My Muscle Chef

My Muscle Chef is a leading Australian meal delivery service that provides premium, high-protein meals to fuel active and busy lifestyles. But with the meal delivery service being highly competitive, My Muscle Chef wanted to drive growth without relying on meaty promotions, like their counterparts.

The brief

My Muscle Chef turned to Commission Factory to dramatically expand its business. Together, they wanted to drive awareness and sales to a broader audience who care about health and nutrition and not just the ’hard-core’ health enthusiasts.

However, most meal delivery brands rely on deep discounts to drive sales, but that’s not how My Muscle Chef wanted to do things. The combined My Muscle Chef and Commission Factory team needed a partnership strategy and go-to-market plan that could expand their reach without falling into the deal trap.

Their objectives focused on quality, brand message and brand differentiation to reach new customer segments and to gain cost-effect, full-price conversions.

The idea

My Muscle Chef and Commission Factory collaborated closely to define a program that would bring the brand to life in compelling ways. They combined…

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