Real food. Ready to go. That’s the new brand message from iconic Aussie success, Sushi Sushi. The legacy brand has taken a fresh look at its profile in the crowded sushi marketplace, and has defined a distinct personality and brand position which emphasises its points of difference.

“We wanted to redefine our proposition, highlighting our strengths. And what Sushi Sushi is really good at is real food, ready to go,” says Alyce Myles, senior marketing manager at Sushi Sushi.

The catalyst for the fresh messaging was commissioned research which found Sushi Sushi scored highly on the fast, fresh and healthy categories of fast food.

This focus on a superior grab-and-go product starts with high-quality ingredients such as premium Japanese nori and rice vinegar. Pairing these with fresh local produce – such as fresh, melt-in-the-mouth salmon – delivers a healthier option than the menu choices from traditional fast food brands.

It was crucial the brand’s new message reflected its positive connections to healthy and nutritious eating.

“We wanted to dial up our personality, tone of voice and distinction, and we’ve achieved some great results with this campaign,” Alyce explains.

New campaign delivers strong results

Sushi Sushi’s fresh-faced brand campaign ran from June through August, delivering a new message that resonated with consumers.

“We’ve had an uplift in sales, and strong results in media and brand tracking,” Alyce reveals.

The ‘Real food. Ready to go.’ tagline appealed to 86 per cent of people surveyed, she adds. “We are going to tie this into all our campaigns; we will have another wave next year, it performed so well.

“We achieved some really good metrics, including that people’s ad recall was likely to lead to a future purchase.”

The new campaign includes video shorts that take a light-hearted approach to the challenges of healthy eating, comparing the obstacles that face a grizzly bear or a lioness with the ease of selecting Sushi Sushi for a nutritious bite or to feed a hungry family.

Franchisees appreciated the elevated brand positioning

It wasn’t just consumers that loved the quirky take on sourcing delicious, fresh fast food – franchisee feedback revealed they valued the elevation of the brand and the dialled-up tone of voice.

“The campaign had a humorous element and that drew a really positive sentiment,” Alyce says.

Consumers were hearing the messaging on the radio, viewing it on social and YouTube, receiving emails, and seeing it out and about on billboards.

Sushi Sushi’s commitment to community

Alyce says out of home coverage, and strong PR support, were key to the great results, so expect to see another brand campaign launch in March/April 2026.

Sushi Sushi also brought out a new bubble tea flavour in the lead up to the brand campaign. Driving strong sales across the network and building the brand’s community voice. 

While delivering guilt-free, healthy and flavoursome bites every day to a keen consumer base is Sushi Sushi’s goal, its second aim is to enhance the brand’s community and planet commitment.

Through the Second Bite food relief charity, Sushi Sushi has provided more than 107,000 meals for those in need. Every bubble tea purchase equated to a food donation, an initiative that encapsulated the Sushi Sushi ethos.

Being real is not just about the great fresh food, it’s about how the Sushi Sushi business interacts with a broader base – whether that’s backing sustainable practices or supporting community.