Manchester brand communications agency Scoop has been appointed to execute the UK launch of Australian cult frozen yogurt brand Yo-Chi as the brand prepares to open its first-ever British store in Notting Hill this summer.
The appointment will see Scoop develop and deliver the integrated communications strategy for the launch, spanning regional and national PR, influencer marketing, creative activations and brand communications.
The campaign is designed to build nationwide anticipation, tapping into Yo-Chi’s engaged fanbase to generate cut through beyond the capital and establish Yo-Chi as one of the UK’s most talked about new hospitality arrivals.
READ MORE: Inside Candidsky’s turbulent year: delayed wages, unpaid pensions, staff exodus and sexual harassment grievance after takeover
Founded in Melbourne in 2012, Yo-Chi has grown to more than 75 locations across Australia, establishing itself as one of the country’s fastest growing hospitality brands through its premium frozen yoghurt self serve concept.
The flagship 2,000-sq ft Notting Hill venue will span two floors, bringing Yo-Chi’s signature minimalist design, premium frozen yoghurt and self-serve experience to UK customers for the first time.
With plans to expand across the UK moving forwards, the launch campaign will go beyond driving awareness, building a community and culture around Yo-Chi that turns years of organic demand into long-term brand growth.
The appointment strengthens Scoop’s growing portfolio of consumer and hospitality brands, which has also included high-profile new site opening campaigns for brands including Rudy’s Pizza Napoletana, Popeyes UK and 200 Degrees Coffee.
Kara Doyle, client services director at Scoop, said: “Launching internationally recognised brands into new markets is exactly the kind of challenge we love. The difference with Yo-Chi is that the audience is already here. For years, UK consumers have been asking the brand to launch here, creating the kind of organic excitement you simply can’t manufacture.
“Our role is to turn that momentum into lasting commercial success by leveraging that community and culture, and building on it to open up a new audience, ensuring the buzz around Yo-Chi extends far beyond opening day. Through PR, influencer marketing and creative campaigns, we’ll make sure this isn’t just a successful launch, but the start of something much bigger.”
Oliver Allis, co-owner and chief brand officer at Yo-Chi, said: “We are so excited to finally be bringing Yo-Chi to the UK. The love we’ve seen from British fans over the years has been incredible with thousands of messages asking us to bring Yo-Chi here. We knew we had to do this properly – not just open a venue, but bring Yo-Chi to the UK in a way that felt true to the brand and the people who had been asking for it.”
“Working with the Scoop team has been a saving grace for us given the time difference in Australia! We are so lucky to have such a passionate, diligent and switched on team to help us make as much noise as possible about Yo-Chi coming to the UK.
“I’ve loved how quickly they’ve understood our brand, our goals, and our audience, to give strategic advice that’s helping make this launch culturally relevant to the UK and as smooth as possible.
“The team is going above and beyond to make sure our impact will be felt long after the launch phase, and we couldn’t be happier!”
