Manchester-based PR and social media agency Down at the Social (DATS) will continue to bring the flavour to leading noodle restaurant brand Chopstix’s PR and marketing programme, with a contract renewal across product launches, PR stunts and new store openings.
The partnership, which has now been successful for eight years, will build on the strong PR impact driven by DATS to date, most recently seen in the Chinese New Year campaign, which earned the brand standout coverage including mentions in The Sun and on ITV’s flagship daytime show This Morning. Complementary social content also proved powerful, with an increase in reach of 1,073% week-on-week, and an incredible web traffic spike from TikTok of an incredible 14,700%.
The last 12 months alone has seen the partnership reap a reported +9% awareness growth among under-45s and 8% growth in social influence alongside consistent year on year sales growth.
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DATS’ ongoing PR remit will focus on launching new products and delivering creative, brand enhancing PR stunts around the UK that get people talking. In addition, the DATS team will also manage Chopstix’s new store opening (NSO) function, utilising media relations, out of home advertising, PR stunts and influencer outreach to drive footfall and build the brand in each new store’s location.
Leanne Parker, head of marketing at Chopstix, said: “Our working relationship with Down at the Social is one we truly value. Built over many years, it thrives because the DATS team has a deep understanding of our brand and knows what we stand for. We trust them to deliver exceptional PR that delivers on our objectives but importantly, reflects who we are. As the Chopstix network and product offering continue to grow, we know we’re in great hands.”
Daisy Whitehouse, managing director at DATS, added: “Chopstix sees our team as an extension of theirs, and it’s easy to see why, because they can count on us to deliver great service and represent their brand in exactly the right way. We have worked together since 2019 – seeing the estate grow from 50 stores to more than 140 in the UK and Europe.
“Since 2024, we have tackled the biggest campaign of our partnership yet, as we led the brand’s first major repositioning, introducing ‘For The Flavour Cravers’. This was a PR, digital and social media brief that brought all of the brand’s marketing together for the first time. We were tasked with aligning the brand story across all channels from consumer media to the app, from TikTok, Instagram and YouTube, to out of home advertising.
“We were delighted to see the growth this spearheaded, improving metrics across the board. But what we really love about this partnership is that for Chopstix, it’s never just about the numbers; it’s about credibility, visibility and making a lasting impact.”
Chopstix’s strategy, creative, social, OOH and digital marketing activity will be delivered by newly-appointed creative agency Dude.
