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Yo wants customers to look beyond sushi as it appoints Pablo to lead creative

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By Rebecca Stewart | Trends Editor

August 12, 2019 | 3 min read

Having officially dropped the 'Sushi' from its logo three years ago, Japanese food brand Yo has enlisted indie agency Pablo to communicate to customers how much it has diversified its menus and product range.

Leveraging the visual identity created for the brand by BBH sister agency Zag, Pablo will be tasked with creating a long-term multi-platform campaign that showcases how the Yo group's offerings extend beyond sushi and capitalises on the growing popularity of Japanese food.

The brief also includes a total relaunch of the Yo brand.

YO SUSHI PABLO

The brief also includes a total relaunch of the Yo brand

The agency was appointed as lead creative without a pitch.

The appointment follows on from Yo, best known for its conveyor-belt-style chain of casual dining restaurants, posting a 5% jump in turnover, but a 29% dip in UK earnings for 2018.

As it looks to balance the scales, the business (which is valued at $425m) has charged Pablo with relaying how sushi accounts for just 30% of its menu. The agency will also be charged with promoting its range of supermarket sauces and Tesco kiosks, as well as its White City concept restaurant, opening later this year.

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Yo's marketing director Luisa Fernandez, who joined the brand in April 2017 after 19 years at British Airways said she found Pablo's "collaborative way of working" and passion for the brand "really refreshing".

"We genuinely feel like one team," she added.

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