itsu Says 'Ramen to That' in Bold Campaign from Above+Beyond

Asian-inspired food brand itsu has launched a new brand campaign for their supermarket range, which revitalises and injects meaning into their existing ‘eat beautiful’ platform.

It signals the start of a new long term brand approach developed with Above+Beyond, showing itsu’s uncompromising commitment to care and craft, to make every itsu experience more beautiful. 

The new creative celebrates how this commitment shows up in thousands of ways, large and small - whether it’s the fact that 47 gyoza recipes were explored before finding ‘the one’; the fact their noodle cup broths are always paste and never powder, or that their brilliant broth took decades to perfect. 

The campaign launches on the 23rd September and was developed by Above+Beyond in partnership with Yonder Media, following the team’s integrated appointment at the start of the year to help supercharge the next phase of growth for the brand. 

With growth in mind, the media approach capitalises on regions where despite a decent restaurant awareness, customers don’t yet realise they can also get itsu at home thanks to the supermarket range. OOH activity combines traditional and programmatic buying routes, with large format paper posters building consistent presence across key cities, and a national programmatic layer. This is complemented by Online Display with high-impact formats and a hard-working social element of the plan to embed the range amongst the foodie audience’s feeds. 

This brand approach will be rolled out at a masterbrand level, uniting both the supermarket and restaurant businesses and inform everything from packaging to ATL communications.

Jonny Ray, managing director at Above+Beyond said, “Spending time with itsu, their passion and commitment to the product is infectious. It’s obsessive, uncompromising and my word does it lead to a delicious product. Our new brand work looks to bottle this energy, kickstarting landing their point of view joyously and confidently across the nation.”

Misha Metcalfe, brand director at itsu [grocery] said, “At itsu, our attention has naturally always been focussed on our products, and less one 'shouting about them'. Instead of seeing this as a barrier, the talented team at The Beyond Collective built a brand platform based on our uncompromising obsession with what we make. We are incredibly excited to finally land on a brand platform which is true and authentic to itsu.”