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.
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“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.”
