itsu launches first ever integrated marketing campaign to support sales of gyoza in both restaurants and grocery


itsu, the innovative, Asian-inspired food brand, is launching its first and largest ever integrated marketing campaign, uniting both branches of the business – restaurants and [grocery] – for the first time with one, all-encompassing message: GO GYOZA!

Focussing on the brand’s hugely popular gyoza range – Asian dumplings that are a staple of Japanese cuisine – the GO GYOZA campaign will aim to drive awareness, consideration and trial of gyoza as an alternative to other lunch and evening meal options, highlighting their versatility and low-calorie credentials, bringing gyoza into the mainstream.

 Since launch in 2016 gyoza have been an outstanding success story for itsu, with the brand forecast to sell in 2019 over 53 million of the moreish little dumplings. Each itsu gyoza recipe has been meticulously developed to deliver a healthier and versatile meal or snack, perfect for lunch or dinner. Enjoy them on their own, with a moreish dipping sauce, or add them to a broth or stir-fry for a more substantial meal; with so many options, there is even more reason to GO GYOZA! 

And with the eyes of the world currently focussed on Japan for the Rugby World Cup and upcoming Olympics, demand for quality Asian inspired food is set to soar!

The campaign will take in OOH, POS shopper marketing, social media, PR and a sampling activity that will see one million coupons delivered to consumers exclusively in itsu restaurants with every purchase in October. Advertising will begin with large scale, cross platform placements on the tube network, and will be followed by striking 6 sheets on bus shelters, encouraging consumers to ‘ditch’ their usual choices and ‘GO GYOZA!’.

Commenting on the campaign launch, Jemima Ferguson, Group Brand and Marketing Director, itsu, said: “The launch of GO GYOZA marks an exciting new chapter for us by bringing together the two dynamic parts of the itsu business for the first time with a single integrated campaign. Gyoza are one of our most successful product ranges in both restaurants and grocery, delivering significant sales right from launch. With interest in Asian inspired food riding high, it feels like the optimum time to hero our amazing gyoza. Our mantra at itsu is ‘eat beautiful’ and our gyoza embody our passion for delivering healthy, delicious and authentic flavours.”

itsu gyoza are available across the brand’s 74 strong restaurant estate from £4.79 for 10 dumplings and in the frozen aisles of Tesco, Waitrose, Sainsbury’s, Asda, Morrison’s and Wholefoods nationwide with anRRP from £3.75. More new and exciting flavours will launch in Q4 2019 joining itsu’s growing portfolio of authentic, Asian-inspired food.