Mindful Chef launches new platform, Eat for Joy, with McCann

New brand platform from McCann in London launches following a competitive pitch win and will shape comms, customer experience and content for the healthy recipe-box brand.

Mindful Chef is launching a new brand platform, ‘Eat for Joy’, created by McCann in London following the agency’s recent competitive pitch win, as the UK’s highest-rated* recipe box company looks to amplify its position in an increasingly crowded market.

Launching on 1st September, ‘Eat for Joy’ explores the life benefits that come from eating real whole foods. The creative celebrates Mindful Chef as a catalyst for greater confidence, deeper connections and uplifting energy, resulting in a richer fuller life. This positions the brand beyond a recipe box, and instead as a health partner, with every meal packed with real life benefits.

The integrated campaign is rooted in an insight uncovered through extensive consumer research into the lives, attitudes and motivations of the core audience, women aged 40 to 60. This core audience is highly engaged with healthy living, yet they remain comparatively under-represented in category communications. The campaign champions these women in an authentic and empowering way, harnessing a new chapter in their lives with confidence and vibrancy.

In a market saturated with diets, conflicting nutritional advice and nutrition trends, the campaign’s creative approach reframes healthy eating around a more fundamental human benefit: how eating well can help people get more out of life.

The campaign marks Mindful Chef’s first brand film in five years and spans film, radio, out-of-home, and social content, bringing the new ‘Eat for Joy’ platform to life across multiple channels.

The new brand platform extends beyond communications. ‘Eat for Joy’ will also come to life through a redesigned website, reflecting the philosophy throughout the customer experience, alongside refreshed recipe-box designs that bring the new brand expression directly into customers’ homes.

The campaign goes live across channels from 1 September.

Mel Arrow, CEO at McCann in London, said: “We love a client with clarity, ambition and the goods to back it up. Mindful Chef has all three. ‘Eat for Joy’ is more than an advertising line, it’s an organising idea, with a real point of view in a dramatically changed food and diet landscape. It’s shaping everything from the customer experience to influencer content to advertising. And how righteous to be able to show women over 40 looking and feeling so powerful. We’re jumping (and eating) for joy at the potential of it all.”

Mary Rochester Gearing, CMO at Mindful Chef, said: “McCann has created a powerful new way to talk about Mindful Chef. ‘Eat for Joy’ connects the conversation between the quality of food on the plate and energy for life. The work is rooted in a genuine understanding of our customers and challenges the food landscape’s focus on short cuts and cutting things out. It gives us a distinctive and positive platform that reflects what we have always believed as a brand; that food should be good for you and delicious to help people live fuller, happier lives.”

Charlotte Prince & Loriley Sessions, Deputy ECD’s, from McCann in London said: “What a moment to launch Mindful Chef’s creative platform. We genuinely love this brand and believe in its mission, so for our team at McCann to be trusted to bring this beautiful work to life has been a joy. This audience is under represented, and it’s about time the world saw her in all her glory – confidently living her life, unlocked through vibrant whole foods. We can’t wait to see what more is to come from this partnership and platform.”

*Highest rated recipe box when compared to HelloFresh, Green Chef and Gousto on Trustpilot.

Source: McCANN

  ‘Eat for Joy”, Campaign, Film, McCann, Mindful Chef, Out-of-home, Radio