itsu, the much-loved Asian-inspired restaurant and grocery brand, has today announced a bold new advertising campaign to inspire the nation’s shifting tastes to Asian food. The adverts feature TV chef, Gok Wan, who has long been a familiar face in itsu’s London restaurants. Expected to reach 16 million households, they show Gok in his kitchen cooking easy Asian meals with itsu’s hugely popular frozen gyoza and award-winning brilliant’broths.
The omni-channel campaign will build on itsu’s biggest ever year of supermarket sales and the astonishing uptake of Gyozas by British consumers over lock-down. The campaign will span TV, VOD, PR, Social and Outdoor in the first wave of investment. The Gyoza range has had a stellar trajectory since it was first launched in 2017 and is market leader in the UK with one bag sold every 10 seconds in 2020.
The campaign also has dedicated assets to showcase the recent launch of Brilliant’Broths. With complex authentic flavours, the broths make 100s of easy meals in minutes. The Broth range has been firing on all cylinders after a fast start, with all 3 flavours awarded 2020 Great Taste awards, and listings in premium accounts, leading to 28% (Value Sales) compound weekly growth. The range is even being launched on the itsu restaurant menu from the end of the month, testament to the supermarket range’s restaurant-quality credentials.
Julian Metcalfe, founder of itsu, said: “Gok has been a regular in our restaurants for years, so last year we finally invited him to itsu HQ to try our Gyoza and Brilliant’Broth – he was totally blown away (his words, not ours!). A few weeks later we were filming an advert for them in his kitchen!
Launching our first TV advert marks an exciting new chapter for our grocery range, and Gok is the perfect partner for it: he has a genuine passion for Asian cooking, who better to bring our ‘eat beautiful’ mantra to life?
With January marking our biggest month ever of itsu supermarket sales, and brilliant’broth launching onto our restaurant menu, it feels like now is the time to go big with our amazing frozen gyoza and broth ranges.”
The brand is tying up the advertising investment with strong in-store activities and promotions in participating accounts.