Restaurant chain Wasabi Sushi & Bento has appointed independent global culture and communications agency, The Fitting Room as its new lead agency for communications, culture, and campaigns.

The move comes as the high street brand targets UK-wide expansion following its return to profitability after suffering alongside much of the hospitality sector in the wake of various Covid lockdowns.

The Fitting Room’s appointment was announced at the conclusion of a four-way competitive pitch process and will see the agency oversee PR, social media and content services.

“We are delighted to be working with The Fitting Room team who impressed us with their creativity and deep knowledge of culture,” Henry Birts, CEO of Wasabi said.

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“The team at Wasabi are excited to begin the journey of evolution in how we bring the brand front of mind with our customers and new audiences.”

The London-based agency’s Wasabi win adds yet another major brand to its client portfolio, which already includes the likes of Instagram, Popeyes, GoDaddy and Pho.

Charlotte Mair, founder and MD of The Fitting Room added: “Wasabi has been a British staple for over 20+ years, loved on the high street and in grocery. Now, it’s time to bring fresh energy, and our approach to creating hype, demand and legacy to this much-loved brand.

“The landscape has shifted, and culture, both sub and pop – is no longer optional, it’s essential. We’re excited to inject that cultural relevance straight into the world of sushi, bento, and the lunchtime experience.”