Two agencies picked by itsu [grocery] to handle media and creative 


Restaurant and grocery brand itsu has appointed Above+Beyond and Yonder Media to handle both creative and media for its rapidly growing grocery brand.

Both agencies are a part of the independent agency group, The Beyond Collective.

Growth of itsu

Itsu, which opened its first restaurant in 1997 and has been available in supermarkets since 2012, is one of the UK’s fastest-growing food brands.

The grocery product range includes frozen gyoza, frozen bao, noodle cups, ramen broths, miso and more.

The integrated team has been appointed to help supercharge the next phase of growth for itsu [grocery].

According to the agency group, the partnership offered by The Beyond Collective provides the restaurant and grocery brand with a seamless and scalable opportunity for collaboration both between agencies and with the client’s own internal creative teams.

Hitting the ground running, they’ll be reviewing and optimising the existing product and NPD communications strategy for the year with campaigns going live from Q1 onwards.

Alongside this, they’ve been charged with shaping a new long-term brand platform and comms approach for the business – one which helps to drive the brand’s range into the weekly shopping behaviour of a far broader audience as they seek to scale further.

“We are excited to be helping the dedicated and passionate team at itsu take their brand to the next level in supermarkets,” said Zaid Al-Zaidy, CEO at The Beyond Collective.

“In bringing high quality, convenient food to our homes, itsu is building on the taste and quality credentials of their well-known restaurant chain.

“We are looking forward to bringing together the collective power of Yonder Media and Above+Beyond to supercharge itsu [grocery]’s next phase of growth.”

Itsu [grocery] Brand Director Misha Metcalfe said: “We are so excited to be working with the team at Yonder Media and Above+Beyond for the next stage of our brand journey.

“We are confident that with their consumer-focused creative and media approach, we can build on the incredible growth we have seen at itsu [grocery] over the past few years”.