Japanese and East Asian fast-food chain Wasabi has named Recipe Media as its new media planning and buying agency, following a competitive pitch process.

Recipe Media has been tasked with expanding the brand’s reach beyond its London locations as well as increasing awareness of its line of grocery products available in Tesco and Sainsbury.

The agency will launch its first campaign for the brand in April, using a mix of media channels including digital, video and outdoor advertising.

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Annabel Stephens, head of grocery marketing at Wasabi, said, “Wasabi is a fast-growing brand with big ambitions in grocery, making Recipe the ideal partner for us. Their unconventional approach to media is exactly what we need to disrupt the market and take our campaigns to the next level. We’re thrilled to be working together and can’t wait to get stuck in.”

Chris Bunyan, partner of Recipe Media added: “We’re really excited to be working with the team at Wasabi. We’re big fans of their full-of-flavour Asian meals and as a business they are on a strong upward trajectory, challenging the established players in their sector. We’re very much looking forward to helping them get their brand out there in new, exciting and relevant ways.”