Ads will appear during Channel 4 youth oriented programmes such as Big Bang Theory and Man Vs Food.
Press, digital outdoor and online activity as well as ads on Facebook will support the TV campaign. Yo! Sushi’s executive chef Mike Lewis, who created the new menu, will also host a live Twitter Q&A with fans on Friday (9 November) and it will use its YO! Love Club members scheme to promote the new range.
It is the biggest marketing campaign in the brand’s 15 year history and the first time that it has brought marketing channels together as part of an integrated campaign.
The Sushi restaurant is introducing a larger Ramen noodle menu alongside its sushi menu this week, in a bid to broaden its appeal beyond sushi fans.
Alison Vickers, YO! Sushi business development director, told Marketing Week that the national TV activity recognises that the brand is not London based, having expanded to 64 restaurants nationwide. It has opened 10 restaurants a year for the last four years.
Vickers adds: “We have a really high repeat custom rate and we know that once people come to Yo! Sushi they will come back. Coming to YO! Sushi for the first time can be daunting so this campaign is another call to arms to get people to try YO! Sushi.
The restaurant chain hopes to attract new and lapsed customers.