, UK

YO! appoints Pablo to do full rebrand

The chain removed its conveyor belt system earlier this year in a bid to broaden its appeal.

YO!, previously known as YO! Sushi, has appointed independent agency Pablo to run a full rebrand for the chain.

The agency will be tasked with better communicating the range of products on offer from YO!, and encouraging customers to think of it not only as a sushi chain.

Pablo won the business from BBH, YO!'s previous agency. They will also work on multi-platform campaigns to leverage growing interest in Japanese food around the UK.

YO! removed the belt system last April in a bid to broaden its appeal. Its adjusted earnings in the UK declined by 29%, according to its Group and UK financial results for the year ended 27 November 2018.

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