itsu Wants You to 'Eat Beautiful' in New OOH Campaign from Above+Beyond

Asian-inspired food brand itsu launched its new campaign today, showcasing its commitment to quality and creating beautiful dining experiences. 

Helmed by full-service creative agency Above+Beyond, the latest efforts see multiple OOH spots that celebrate the care and craft itsu puts into products in its supermarket range. 

In one billboard, the brand boasts its dedication to using hand-crafted broth paste instead of powder, alongside eye-catching visuals and copy that writes "miso impossible." 

Another ad spotlighting its chicken ramen shares the same idea, promoting ramen at home in minutes, with witty copy that writes "r-amen to that."

Below each engaging spot lays the tagline: "eat beautiful," itsu's existing brand platform.

The OOH rollout includes traditional and programmatic buying routes to build a consistent presence across key areas.

It will be accompanied by an online display to highlight its offerings across the feeds of foodies.

Overall, Itsu's sound brand marketing strategy ensures it's able to maximize its assets with accurate targeting to reach the right audiences. 

itsu's Approach

itsu (Grocery) Brand Director Misha Meltcalfe shared that the brand's attention has naturally always been focused on its products and less on "shouting about them."

 

 

 

 

 

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Meanwhile, Above+Beyond Managing Director Jonny Ray praised the brand for its passion and commitment to its products, which he calls "infectious."

Ray further explains that the brand and agency's new work looks to bottle the energy of itsu's delicious products, "kickstarting landing their point of view joyously and confidently across the nation."

Previously, Above+Beyond and Adidas worked together on a campaign that served as a tribute to Jude Bellingham.

Editing by Katherine 'Makkie' Maclang