The mailing, through Yo! Sushi's creative agency, Feel, supports the relaunch of Yo! To Go, the chain's takeaway and delivery service, which positions its range of Japanese foods as an alternative to lunchtime sandwiches.
Prospective customers will be mailed a full-sized pastiche of an optician's eye-chart. The chart reveals that customers are suffering from a fictional shortsightedness called Sandwichitis and suggests sushi as a cure. The mailing includes the offer of a free sushi meal as an incentive for the person who orders the food.
The direct mail will be supported by a poster campaign, also created by Feel. One of the four executions features chopsticks made up to look like rugby goal posts and the strapline 'Big match on the telly tonight?'.
Yo! Sushi was Feel's first client when it launched last July. The agency is working on the firm's forthcoming launch of Yotel!, a Japanese-style capsule hotel chain.
Last month, Yo! Sushi appointed Underwired to revamp its web site and create e-mail marketing campaigns to promote its packaging and brand identity, designed by Feel. Underwired will promote the Yo! To Go service online. Feel is also working on a spa concept called Yo! Zone.
Yo! To Go was originally launched in 1999 with a campaign produced in-house.
Yo! Sushi has 15 restaurants in the UK. It is about to open branches in Birmingham, Dubai and Athens and is looking at creating licensed restaurants across the US.
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