Channel 4

itsu grocery

With significant growth plans uber cool, healthy eating, Asian inspired food brand itsu launched on TV in March this year, with incredible results.

The Big Idea

itsu brings the much loved itsu brand far and wide into delicatessens, health food shops & supermarkets and has hugely ambitious growth plans. While they had been active across social and digital platforms, they needed a platform able to deliver the growth they wanted. They challenged independent media agency Love, Sugar, Science to deliver their marketing KPIs. Working alongside their team at C4 Sales, Jess and the Love, Sugar, Science team identified a core geographical region, audience and content to target.

‘itsu challenged us to deliver their ambitious growth plans for their range of delicious, healthy, Asian-inspired food. Love Sugar Science were able to work alongside itsu and 4Sales to deliver a comprehensive media strategy that incredibly delivered against all of itsu’s KPIs! TV’s unparalleled scale and premium brand safe environment made Channel 4 the obvious choice. We couldn’t be happier with the results of the campaign so far and the remarkable growth it’s given to itsu.’ Jess Scott, Co-Founder, Love Sugar Science

Making it Happen

Having a crystal-clear understanding of their audience, and where they could be reached most efficiently, it became evident to Love Sugar Science that Channel 4 offered the perfect home to deliver the first TV and BVOD campaign for itsu.

Kicking off on the 3rd March 2021 the campaign ran across Channel 4’s London region and nationally on All 4 with specific interest-based targeting. In addition to this specific programming such as ‘Sunday Brunch’ had been pinpointed in addition to key peak programming in order to further dial-up their audience reach in contextual environments. The 30” ad brought with it another C4 connection, highlighting the itsu frozen gyoza range, with the campaign fronted by Gok Wan.



The Results

The campaign saw a hugely positive reaction within a week. Google trends data showed that in the week following the launch the search term “itsu gyoza” was Googled more than ever before and at a rate 3x higher than the 2020 average. Whilst there’s no denying the importance of digital and social advertising as part of a broad marketing mix, this proves in no uncertain terms the power of TV in reaching new audiences to drive awareness like never before.