Sushi Sushi has unveiled a new brand platform and major campaign designed to position the chain as a category leader in the premium, health-conscious end of the quick-service restaurant (QSR) market.
The campaign, titled ‘Real food. Ready to go.’, is the result of a strategic repositioning backed by market research and a creative overhaul developed by independent agency Noisy Beast.
“We see this as a high-growth category as we’ve noticed consumer demand has shifted toward nutritious, convenient dining,” said Stephen Anders, Director and CEO, Sushi Sushi.
Launched on 30 June, the campaign will run through to 24 August across digital, metro TV, and outdoor channels, with creative focused on store-centric radius targeting. Activity will span key markets including Melbourne, Sydney, Brisbane and Perth.
Sushi Sushi’s new campaign
Ben Lynch, Partner and Media Director at Noisy Beast, said: “We’re thrilled to partner with Sushi Sushi on such a defining brand moment. This campaign is a greatexample of what we do best, which is connecting strategy with bold creativity and delivering it across every channel.”
The initiative also sees iD Collective, part of the merged Noisy Beast group, lead PR amplification across earned channels as part of a cross-functional campaign model.
Founded in 1998, Sushi Sushi has grown into one of Australia’s most recognisable sushi brands, now operating nationwide. The rebrand effort seeks to reinforce its edge over traditional fast food and wellness-focused newcomers by focusing on quality, innovation, and speed of service.
Top image: Stephen Anders