Food brand itsu picks TMW Unlimited as its first CRM agency


Following a competitive process, itsu has appointed TMW Unlimited, part of UNLIMITED, as its new CRM partner.

This is the first time the brand has appointed an external CRM creative agency.

Asian-inspired food from itsu

The company, which sells Asian-inspired, healthy food, recently reported record monthly revenues, 73% growth in year-on-year restaurant sales and a record number of restaurant openings.

TMW Unlimited will begin work immediately on evaluating itsu’s existing loyalty programme and defining the new customer engagement strategy. The process of implementing the changes will follow early in 2024.

UNLIMITED’s Human Understanding Lab will be central to informing the customer engagement strategy. The agency will utilise the expertise in data, neuro- and behavioural science to grasp the underlying motivations of itsu’s customers, as well as define the optimal ways to connect with them to inspire emotion, and therefore, action.

This is the latest appointment in an exceptional year for TMW Unlimited. Wins for Oak Furnitureland, Rail Delivery Group, Pride in London and NS&I have seen the agency featured in the top five of Campaign’s New Business rankings for the first time.

Neil Miller, Chief Customer Officer, itsu said, “We were blown away by TMW Unlimited’s response in the appointment process.

“The quality of their thinking, creative ideas and credentials were plain to see. We’re excited to start working with them on a range of strategic initiatives with a focus on driving growth of our app and increasing customer frequency.

Chris Mellish, Chief Executive Officer at TMW Unlimited, added, “itsu is a fantastic brand, and we’re honoured that they’ve chosen us to be their first partner in this space.

“Mastering CRM is critical to the long-term health of any business, and is an essential part of an overarching integrated strategy.

“In such a competitive business environment, it’s vital that brands are able to get to grips with the human factors that motivate consumers, and identify the best ways to make a lasting connection.”