Itsu has selected Above & Beyond and Yonder Media to oversee the creative and media duties for its grocery food proposition.

Appointed at the conclusion of a three-way competitive pitch process, sister agencies Above & Beyond and Yonder Media, both part of The Beyond Collective, will now be tasked with growing the company’s market share in grocery.

The Beyond Collective will look to create a “seamless and scalable opportunity for collaboration both between agencies and with the client’s own internal creative teams”.

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

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

“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.”

Both agencies are currently in the process of devising a comms strategy for current and new products, with new campaigns and a brand platform set to go live in the coming months.

Itsu grocery brand director Misha Metcalfe added: “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.”