Wasabi Selects Recipe as Media Agency

Wasabi, the popular Japanese and East Asian-inspired fast food chain, has announced the appointment of Recipe Media as its new media planning and buying agency, following a competitive pitch process.

With a focus on expanding the brand's reach beyond its core London locations, Recipe Media will lead Wasabi's marketing efforts to enhance awareness and increase retail sales of the brand’s growing line of grocery products, currently available in major supermarkets Tesco and Sainsbury's.

Recipe Media will introduce an innovative mix of media channels, including video, digital, and outdoor advertising, with the first campaign set to launch in April. The agency’s expertise will bring fresh, engaging approaches to amplify Wasabi’s presence in the grocery aisle and beyond.

Annabel Stephens, head of grocery marketing at Wasabi said, “Wasabi is a fast-growing brand with big ambitions in grocery, making Recipe the ideal partner for us. Their unconventional approach to media is exactly what we need to disrupt the market and take our campaigns to the next level. We're thrilled to be working together and can't wait to get stuck in!”

Chris Bunyan, partner of Recipe Media, said, "We’re really excited to be working with the team at Wasabi. We’re big fans of their full-of-flavour Asian meals and as a business they are on a strong upward trajectory, challenging the established players in their sector. We’re very much looking forward to helping them get their brand out there in new, exciting and relevant ways."