Sushi Sushi has launched a major brand campaign as part of a deliberate repositioning within the QSR market.
According to Sushi Sushi, the new campaign represents the retailer’s ambition to dominate the premium, health-conscious segment of fast food.
“We see this as a high-growth category as we’ve noticed consumer demand has shifted toward nutritious, convenient dining,” says Sushi Sushi Director and CEO Stephen Anders.
Backed by extensive market research and a comprehensive rebrand, in partnership with Melbourne-based creative agency Noisy Beast, the campaign is said to sharpen Sushi Sushi’s competitive edge in a dynamic QSR landscape.
“We wanted to double down on our commitment to quality, which we take very seriously,” says Mr Anders.
“While we were excited to make a bold statement to the market, it was always important to make sure it remained in line with our values. ‘Real food. Ready to go.’ encapsulates Sushi Sushi’s ambition to deliver a fresh alternative to conventional QSR options.”
Sushi Sushi engaged Noisy Beast to execute a cross-functional campaign spanning creative and media.
“We’re thrilled to partner with Sushi Sushi on such a defining brand moment,” says Noisy Beast Partner and Media Director Ben Lynch.
“This campaign is a great example of what we do best, which is connecting strategy with bold creativity and delivering it across every channel.
“‘Real Food. Ready to Go.’ was developed to further express Sushi Sushi’s commitment to quality and innovation and aligns perfectly with our approach to building brands that cut through in a dynamic market.”
The campaign is running between 30 June and 24 August, with digital targeting tailored to a 15km radius of store locations. Above-the-line activity will focus on metro markets including Melbourne, Brisbane, Perth, and Sydney.
