McCann London wins Mindful Chef account

The appointment comes as Mindful Chef increases investment in marketing and brand building

McCann London has been appointed agency of record for Mindful Chef following a competitive pitch, securing responsibility for developing a new brand platform as the recipe box company prepares for its next stage of growth.

The agency is creating a brand platform scheduled to launch in autumn, supporting Mindful Chef's efforts to strengthen its market presence, expand its audience and build deeper connections with health-conscious consumers.

Agency to lead major brand investment

The appointment comes as Mindful Chef increases investment in marketing and brand building, with the upcoming campaign 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.

New platform to support growth plans

According to Mindful Chef, the appointment represents the largest marketing investment in the company's history.

Mary Rochester Gearing, chief marketing officer, Mindful Chef: "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.

Creative team prepares for autumn launch

Charlotte Prince and Loriley Sessions, deputy executive creative directors, McCann London: "Mindful Chef represents something we're genuinely passionate about - the power of healthy eating. As creatives who live and breathe this, it's a dream brief. We’re super proud of our hungry team, and the work we presented. We cannot wait to get started on this exciting new chapter, together with the brilliant minds at Mindful Chef."

Mel Arrow, CEO, McCann London: "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 campaign is expected to launch in autumn and will form a key part of Mindful Chef's plans to expand its reach and increase brand awareness across the UK.

www.mindfulchef.com

www.mccann.com

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