Chopstix selects DUDE London as AOR

Quick service restaurant chain Chopstix has appointed DUDE London as its agency of record following a four-way competitive pitch.

The appointment comes as Chopstix continues to expand across the UK, where the business now operates 140 Chopstix stores and 170 locations across the wider group. The company said growth has been driven by consumer demand for flavour-focused alternatives to traditional fast food.

DUDE London to lead growth strategy

Under the partnership, DUDE London will support the next phase of growth for Chopstix by developing campaigns aimed at increasing brand awareness and strengthening its position in the quick service restaurant market.

The agency will create a long-term creative platform and full-funnel campaign strategy covering social media, out-of-home advertising, digital channels, and partnerships. DUDE London will also work alongside Down at the Social, which has managed PR and store opening activity for Chopstix since 2019.

The first campaign is scheduled to launch later this year and will focus on promoting the brand’s “Crave the Flave” positioning while highlighting its Asian-inspired menu offering.

Campaigns to focus on brand awareness

Leanne Parker, Head of Marketing, Chopstix: “We’re at a really pivotal point in our growth and needed a creative partner who could match our energy and ambition. DUDE London stood out for their creative boldness and strong legacy of taking challenger brands to the next level. We’re excited to work together and show the UK there’s a far more flavoursome alternative to the usual fast food favourites.”

DUDE London said the work will focus on positioning Chopstix as a culturally relevant and entertaining food brand in the UK market.

Hamish Day, Client Director, DUDE: “When it comes to fast food, British palates are bored. Bored of the routine; bored of making the same choices and bored of the same old flavours. Luckily, Chopstix is here to hit them right where it matters: in the tastebuds. We’re excited to work with Chopstix on the next stage of their journey, bringing bold and unapologetic work that gets the nation craving the flave.”

www.chopstixnoodles.co.uk

www.dude.it

Follow Marketing Report on LinkedIn