Assembled Media partners with The Kitchenary to launch Strength Meals Co & Simmone Logue

Assembled Media has been appointed by The Kitchenary to lead media strategy and planning across two of its flagship brands, Strength Meals Co and Simmone Logue, effective immediately.

The appointment covers two distinct but complementary briefs. 

For Strength Meals Co, Assembled Media will lead the brand's advertising launch into the Australian market, with a mandate to build reach at pace and close the awareness gap to established competitors in the high-protein meal category. 

For Simmone Logue, the agency will develop and deliver a campaign built around the platform of premium generosity, showing how the brand can turn everyday occasions into moments of meaningful generosity.

Central to the partnership is the way the work will be delivered. Assembled Media will operate as the connective layer in a true marketing ecosystem for The Kitchenary, working hand in glove with creative agency The Station Agency to ensure media planning is directly empowered by creative thinking rather than sitting downstream of it. 

Assembled Media will also work closely with the Trade team at Cartology to ensure media, creative and retail media move in lockstep across every facet of The Kitchenary's marketing portfolio.

Two different briefs under one roof

Gareth Nicholls, Managing Director at Assembled Media, said the appointment reflected the agency's focus on building genuine ecosystems around its clients, rather than working in a media silo.

“The Kitchenary has given us two genuinely different briefs under one roof, and that's exactly the kind of challenge we love. Strength Meals Co is about earning attention fast and closing a real awareness gap in a competitive category, while Simmone Logue is about depth and meaning, showing people how a little generosity can make an everyday moment special. 

"What excites the whole team is how we get to do this: shoulder to shoulder with The Station Agency so the media is built on strong creative thinking from day one, and in step with the Trade team at Cartology so everything works together rather than in pieces. 

"We're looking forward to building something that lasts well beyond FY27 with The Kitchenary and The Station Agency,” Nicholls concluded.

 

 

 

 

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A common way of working

Anika Mcgee, Marketing Manager at The Kitchenary, said the two briefs called for genuinely different media thinking, but a common way of working.

“These brands are two of our biggest priorities for FY27, and they require very different media approaches. One is a relaunch that must build awareness fast in a competitive category, the other focuses on deepening a relationship people already value. 

“Getting that right takes creative, media and retail media pulling in the same direction, not working in pieces. Assembled Media understood that from the first conversation. Having them work in lockstep with The Station Agency and Cartology gives us the connected approach these brands deserve.”