itsu Reimagines Frozen Food with Cheeky Apology to Foodies

​Beyond has launched a new brand campaign for itsu which builds on the established ‘eat beautiful’ brand platform and itsu's uncompromising commitment to craft - This time spotlighting the unparalleled convenience of its premium frozen meals and snacks.

Targeting foodies, the new work is spearheaded by the clever and cheeky campaign line, ‘sorry for any convenience caused’. A playful tease aimed at those who love nothing more than spending hours in the kitchen devoting themselves to the process, labouring over perfection. itsu’s apology to foodies dramatises the incredible speed and ease of creating restaurant-quality meals that typically take hours to craft. The integrated push aims to drive the next stage of the brand’s rapid growth within the grocery sector.

Leading the charge is a hypnotic TV spot centered on itsu’s popular gyoza, which showcases the care and commitment which goes into making them from scratch – then rug pulling to show that it can all be simply grabbed from the freezer aisle.

The campaign was developed entirely by Beyond’s integrated creative and media team, leveraging a unified approach to strategy and execution. It will run across TV, OOH and social channels starting in October.

The TV spot was directed by James Lee with production handled by Food Hall. The team wanted to replicate the craft and care that goes into itsu’s convenience food with the way the work was produced. All shot in camera, on location, with real chefs, real food, and real love and care.

Adding to the distinct, irreverent tone of the creative, the voiceover was provided by popular food influencer What Willy Cook.

​Jonny Ray, partner, client growth and innovation at Beyond said, "itsu is a brand built on craft and quality, and the challenge was to communicate that high standard alongside the incredible convenience of the frozen aisle. 'Sorry for any convenience caused' is a line that perfectly captures the brand's playful confidence while highlighting a key consumer benefit.”

Misha Metcalfe, brand director, itsu [grocery] commented, "This campaign is a major milestone for itsu grocery, bringing our 'eat beautiful' ethos to life on the biggest stage —TV. Beyond's integrated approach has delivered a creative idea and a media strategy that we’re incredibly excited by. We're confident this work will solidify itsu’s position as the go-to choice for delicious, healthier, and refreshingly quick Asian food."