The Drum Awards Awards Case Studies Technology

How My Muscle Chef drove more than $9m in sales without a bottomless deal in sight


By Awards Analyst, writer

December 6, 2022 | 6 min read

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.

Two women with brunette hair reviewing delivery meal service to followers

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.

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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 proven affiliate tactics and data-driven optimization with innovative and creative partnership and merchandising ideas. Here are some highlights of their groundbreaking effort.

The united team wanted to grow a brand, not the CFO’s ulcer. So they held introductory sessions, meeting with publishers to build unique, high-touch relationships and to explain their brand, their goals and how they planned to drive sales without mega discounts. This approach helped communicate the importance of their initiative and how they’d succeed while breaking the rules.

They also built on compelling influencer partnerships to help spread awareness. Particularly with those who didn’t rely on discounts to motivate their followers, attract a variety of audiences with healthy lifestyles, and portray lifestyles that would present My Muscle Chef as a great addition to a healthy and fast-paced life. Their program with Sydney-based Hanna sisters, @eatingupwiththehannshians, attracted massive audiences and extended their equity in an aspirational context.

Savvy cashback and loyalty relationships were also a huge gain. They leveraged Commission Factory’s deep relationships with top cashback publishers to define new success tactics for the sector. Instead of using promotional ‘events’, they collaborated to define approaches that drove substantial traffic without the deep deals. Together they defined a variable cashback model that communicated value rooted in better products.

The results

Together, the My Muscle Chef and Commission Factory drove more than $9m in sales to 65,000 new customers and did it without relying on bottomless deals and promotions.

Their most gratifying result was smashing growth targets while remaining true to their premium brand essence. They broke the deep-discount paradigm that has sapped competitor profits and attracted a quality-oriented customer base exhibiting greater loyalty and lower churn rates than the reported rates for competitors.

My MuscleChef and Commission Factory succeeded with an affiliate program focused on the brand, not the deal.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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