Mindful Chef Names McCann London as Agency of Record Ahead of Next Growth Phase

​McCann London has been appointed by Mindful Chef as its agency of record, following a competitive pitch.

McCann London is developing a new brand platform for the recipe box brand to launch in Autumn this year. This appointment comes at a pivotal moment for Mindful Chef as the brand enters a new chapter of growth, with a sustained focus on helping more people to eat well and live better. As it scales, the brand is investing significantly in strengthening its presence, broadening its reach, and deepening its connection with health-conscious consumers. The new campaign will play a central role in accelerating that momentum, positioning Mindful Chef for its next phase of expansion and impact.

Mindful Chef is on a mission to provide healthy food with provenance, that nourishes the body and feeds the soul, to more UK households. The brand has ambitious goals, bold ideas, and a recently appointed new CMO, Mary Rochester Gearing, leading the charge. The McCann London appointment marks the most significant marketing investment by Mindful Chef in its history.

​Mary Rochester Gearing, chief marketing officer at Mindful Chef 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.

​Charlotte Prince and Loriley Sessions, McCann London’s deputy ECDs said, “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, McCann London CEO said, “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.”