Turning Up the Heat with itsu Grocery 🍜
Big news: we’ve been appointed as strategic growth partner for itsu Grocery following a competitive pitch.
We’ll be delivering Creator Marketing, Paid Social Activation and Marketing Science through COmpass to drive measurable growth for the Asian-inspired food brand.
The breakthrough work that started it all
This partnership builds on work we delivered in Q4 2025, when itsu redefined the noodle pot category with their Noodles Worth Loving campaign.
We combined innovative creator partnerships with paid social strategy to develop editorial-quality content featuring chef Monica Galetti and creator Nguyen Yeats-Brown.
The goal? Land the product’s quality credentials with authenticity.
Supporting this was creator-led UGC that drove cultural relevance, sparked viral moments, and leaned into itsu’s playful brand voice. Amplified through TikTok, we repositioned noodle pots from convenient meals to premium, nutritious choices for multiple audience segments.
The results? The campaign outperformed TikTok’s engagement benchmark for food & beverage by 88% (6″ View-Through Rate) and drove significant uplifts in purchase intent, a metric that rarely moves in paid campaigns on the platform.
Why this works
itsu is one of the most exciting and distinctive food brands in the UK. From the outset, the team pushed us to be bold, protect product integrity, and create work that genuinely earns attention. This appointment reflects a partnership built on shared ambition and trust.
We’ll continue leveraging marketing science and creator partnerships to make media more valuable, ensuring itsu maintains its position as a pioneer in the sector.
We’re thrilled to continue this journey with itsu’s Grocery team and accelerate the next phase of growth for such a dynamic, forward-thinking brand.
