Case Study - YO! Sushi

Objective:
Promote the YO! Sushi brand including new menus and restaurant openings, primarily targeting a young, urban, female audience.

Activity:
Regular lunchtime visits to key women’s lifestyle magazine offices to encourage tastings of the new seasonal menus.

Distribution of the recipes of favourite dishes to women’s lifestyle magazines to form part of food and drink pages.

Launch of the UK’s first traffic light labeling system for a national restaurant chain.

Targeting national celebrity media when celebrities spotted in YO! Sushi restaurants.

Results:
• Over 200 pieces of YO! Sushi coverage in 2008, including 23 national
media and 93 online.

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