'Take a Bao' with Itsu's Latest Campaign

20something, the London-based creative company that launched in 2019, has been partnering with itsu to help the brand find its ATL voice. The first work goes live this week, with a visual style and irreverent tone that reflects itsu's modern and vibrant take on Asian-fusion food. 

With the line ‘Take a Bao’ the campaign invites the audience to pat themselves on the back for the small, everyday wins. With an irreverence to the work that feels familiar to Itsu and hinged on insights around busy-city-life, the campaign aims to help broaden the appeal of the brand, which often finds itself pigeon-holed as a quick lunchtime-sushi option. The 'Take a Bao' campaign heroes the new Bao range that launched in restaurants and frozen aisles nationwide earlier this year. 

The campaign will be running in OOH, across the London Underground network, on social channels and in stores from the 24th February.