Asian inspired food brand Itsu has recreated the ‘Do you know who I am? meme, swapping out the names in the original for “it’s who” instead.
The brand teamed up with social PR agency Block Report for the marketing drive.
former sports coach and BBC commentator Ronnie Pickering is internet folklore,” said Misha Metcalfe, brand director at itsu grocery.
“The stars aligned, it’s been 10 years since that iconic moment, and we’re the only brand in Britain that sounds like ‘It’s who?’. For the Brits who still don’t know us… they’re going to find out now.”
@itsuofficial We’ll do literally anything to boost our awareness metrics #ronniepickering ♬ original sound – itsu
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At the centre of the campaign is a short film featuring a lookalike of sports commentator Ronnie Pickering is behind the wheel of a red Picasso. He is shown with a noodle pot in hand, yelling “Itsu” at a moped driver.
The campaign comes as YouGov data showcased over 60% of Brits don’t recognise the brand.
Jack Colchester, founder of Block Report said, “We’re always looking for unexpected, low-cost ways of driving disproportionate amounts of talkability. The insight around how low Itsu’s prompted brand awareness was combined with the 10-year anniversary of Ronnie Pickering, was too good to miss. Still don’t know who he is, though.”
