The agency, which won the business without a pitch, has been tasked with developing a series of online and offline CRM initiatives.
The first phase will break later this summer and will comprise email activity, in-restaurant communications and direct mail. It will target more than 100,000 existing Yo! Sushi customers.
The scheme is believed to include promotions and offers across the Yo! portfolio, including fashion label Yo! Japan, which was launched in 2003 and is now sold in 12 markets around the world.
Later this year, the brand will launch a value-driven, capsule-based hotel chain called Yotel! The first two hotels will open at Gatwick's South Terminal and Heathrow's Terminal 4, having received the go-ahead from the British Airports Authority. The chain also plans to open a hotel in central London in 2007.
The launch of an interior design business, Yo! Home, and a wellbeing spa brand Yo! Zone, are also in the pipeline.
Yo! Sushi was founded in 1997 when it opened its first restaurant in Soho. It now has 25 branches in the UK, as well as restaurants in France and the Middle East.
The brand aims to open 100 outlets worldwide in the next four years, with the US identified as a potential market.
In 2003, owner Simon Woodroffe sold the brand to venture capitalist Primary Capital for £10m, but retained a minority stake. Yo! Sushi is now estimated to be worth nearly £50m.
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