By Angela Haggerty | Reporter

June 7, 2013 | 1 min read

Japanese brand YO! Sushi has launched a 'Taste the Future' marketing campaign across TV, press, PR, experiential and social media to promote its new YO! Burger product in the UK.

The campaign was created by creative agency Kent Lyons and uses the strapline 'It's rice, but not as you know it' - a take on the classic Star Trek line 'It's life Jim, but not as we know it' - to promote the rice burger product.

The TV ad, directed by Noel Lyons and produced by Dogbite Film Crew, will broadcast on ITV2, Channel 4, Sky 1 and MTV.

Marketing manager Katie Crossfield said: "This is a completely new concept for the UK so it was important to develop a fun campaign which would really stand out, capture everyone's attention and get them talking about the YO! Burger."

The company has chosen agency LightBrigade to carry out PR activity.

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