Wasabi Appoints Hex Digital as Its First Digital Partner of Record

Following a successful project to launch Wasabi’s ready made meal collaboration with Sainsburys, Hex Digital has now been retained as Wasabi’s digital agency of record. Hex will work closely with Wasabi to develop a new digital strategy to support Wasabi’s ambitious plans to grow its portfolio in the UK and US.

Hex first started working with Wasabi around the launch of the company’s first ready made meal, Home Bento range, in collaboration with Sainsburys in January 2019. This was the first time since it was founded 15 years ago that Wasabi had engaged external marketing support. Hex was selected due to the agency’s extensive experience in the hospitality sector, including working with brands such as Bill’s Restaurants, Zuma and Sushi Samba. Furthermore, Wasabi wanted a partner that could easily integrate with their existing CRM system to enable Wasabi to more easily track new customer interactions as a result of the digital marketing activity.

Hex worked closely with Wasabi on a social media strategy to launch the ready made meals in a way that quickly targeted and reached a wide audience of consumers to make them aware of the availability of the Home Bento meals in Sainsburys. Overall the campaign reached 2.4 million unique users across Facebook and Instagram, and saw great engagement in terms of comments and likes. The creative was unique and highly engaging, combining information and product related content with eye-catching motion design. A key component of the campaign was a competition that gave consumers the chance to win a trip to Japan, and gave Wasabi valuable customer information that could be used for further digital marketing campaigns.

Following the success of the Home Bento launch campaign, a £30m investment from HSBC in March 2019, and the sale of a minority stake to investment firm Capdesia, Wasabi has now engaged Hex Digital as its digital agency of record to support on the overall digital strategy for the group. In an increasingly competitive and tough market, it is more important than ever for restaurants to employ online and offline techniques to keep their brand front of mind with their target audience at all times. Hex will build on its work around the ready made meal campaign to further boost Wasabi’s digital presence. The first stage of the project involves the design and build of a new international website, and ensuring all digital platforms accurately reflect the brand. As Wasabi continues to expand, this digital brand consistency will be crucial, and Hex will take on the role of running the website and providing ongoing digital support.

“As a brand, we have historically chosen to keep our marketing activities in-house before this year, however, with rising market competition and aggressive expansion plans, it was clear we needed to bring on a team of digital experts. Given we were first-timers, it was absolutely critical that we got it right when we chose a partner for the ready made meal launch. Hex got great results and we’re thrilled with the success of that campaign,” said Andreia Harwood, head of marketing at Wasabi. “The next few years are going to be a very exciting time at Wasabi as we look to expand both in the UK and abroad, and getting our digital strategy right is a key part of this growth strategy. Hex has a proven track record working with restaurant businesses, and working with international clients, and we’re delighted to be working with them during this pivotal period.”

“Wasabi is going from strength to strength as a business. We only need to look at the recent investments to see the market confidence in the company, and we’re really excited to get involved,” said Benjamin Moore, managing partner at Hex Digital. “One of the things we do best at Hex is work as a true partner to our clients, helping with the whole digital strategy from concept through to implementation and ongoing management. We get under the skin of our clients and use our Power of Many approach to get the best ideas and campaigns, and we’re really looking forward to working closely with Wasabi in this way.”