“RMG did a fantastic job promoting our Brighton shop launch. They pulled it out the bag and did the same with our Bristol launch too. Fun to work with, they know what they’re doing and know the right people.”
Julian Metcalfe
Founder & CEO


itsu Brighton

  |  Project: 

PR launch, partnerships & event management and social media
British chain of East Asian-inspired fast food shops and restaurants, and a grocery company. With over 70 shops, the first Itsu store opened in Chelsea, London in 1998.

The Brief:

Manage the ten-week launch campaign for their new Brighton shop. Using both PR and social media to raise awareness and manage all media relations, advertising, social media and events associated with the launch to drive footfall to the new shop.


  • Identified key food journalists and worked with media to achieve quality coverage
  • Ran media partnership with The Argus newspaper
  • Ran a broadcast media campaign with Juice FM
  • Ran a direct marketing campaign including promo staff at Brighton station and key locations around the City with flyers and food sampling
  • Organised and fully managed VIP launch event
  • Utilised itsu’s partnership with Volleyball England team and organised promo event on Brighton beach with public participation
  • Managed social media campaign in run up to and during shop launch


  • 154 VIPs attended the shop launch party (target 150)
  • 18 Print editorials & reviews
  • 1 Local radio piece
  • 41 Online editorials & blogs
  • 1 National TV piece
  • 447 Mentions on Twitter
  • 18,835 Impressions on Facebook

Overall Reach: 2 million (Print, Online, Radio, TV)
Social Media Impressions: 251,878 (Facebook, Twitter)

**The Brighton shop launch was itsu’s most successful opening with record sales and footfall. Brighton is itsu’s flagship shop outside of London**

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