Sushi Sushi plans for sale with strategic comms appointment

iD Collective has been appointed as the strategic communications agency for sushi franchise Sushi Sushi as it prepares for further growth and a planned sale.

The agency will handle business media relations, strategic partnerships, product launches, and corporate communications to support Sushi Sushi’s brand awareness and market positioning.

Sushi Sushi, established in 1988, operates as a national sushi franchise known for its handcrafted products.

Amanda Booth, Executive Director of iD Collective, said of the appointment: “This collaboration brings fresh creative energy and strategic thinking, allowing us to leverage our strong media relationships to generate impactful coverage and support the next chapter of this iconic Australian brand.”

The appointment follows the merger of iD Collective and Noisy Beast, which brought creative, media, content, and social services under one group.

Sushi Sushi, previously a client of Noisy Beast, has now joined iD Collective’s client portfolio. Recent client additions to the roster include TK Maxx, Sally Hillman, BLUNT, and Pretzel.

At the end of June, the new brand platform and major campaign for Sushi Sushi was unveiled. The campaign positions the chain as a category leader in the premium, health-conscious end of the quick-service restaurant (QSR) market.

The campaign, titled ‘Real food. Ready to go.’, is the result of a strategic repositioning backed by market research and a creative overhaul developed by Noisy Beast.

The campaign will run through to 24 August across digital, metro TV, and outdoor channels, with creative focused on store-centric radius targeting. Activity will span key markets including Melbourne, Sydney, Brisbane and Perth.

The initiative also marked iD Collective, part of the merged Noisy Beast group, lead PR amplification across earned channels as part of a cross-functional campaign model.

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