Case studies

If you would like to know more about MCG's work then
these case studies have been written to illustrate a broad
range of our work and results for different clients.

Launching Wasabi Leeds

Wasabi Leeds Sushi White Rose Wasabi Student Lock In at Trinity LeedsWasabi VIP Event

Challenge:

Support the launch of Wasabi Sushi & Bento in Leeds, its first venture outside London, by raising awareness of the brand outside the capital

Objectives:

Create excitement and engagement in the run-up to opening
Engage with the Yorkshire community through social media
Raise awareness of the brand with the region’s media and bloggers
Create a buzz on launch day and drive footfall into stores

MCG’s Campaign:

Pre-launch activity targeting 20,000 students attending Trinity Leeds’ Student Lock-In
Business story: Japanese food giant chooses Leeds for £1m investment
Pre-launch VIP event for media, bloggers & competition winners, followed by media desk drops
Opening day activity designed to create a buzz and form a large queue for opening
Wasabi welcomed to Yorkshire with live sushi art – filmed and used as digital assets on social media and across Trinity Leeds’ digital screens

Results:

25 regional and blogger write ups with opportunities to see of more than 2 million
Bloggers and media posting about the launch event engaged with 20,000+ followers
Regular outreach to Trinity Leeds’ 104,000 fan base
Social media support, including asset design & creation resulted in fans on Wasabi’s social channels quadrupling over the campaign, with 25% of fans now being Yorkshire-based
Wasabi sushi art has been seen by more than 1 million people visiting Trinity Leeds

Building Wasabi's sushi white rose

“I worked with Katie and the MCG team whilst launching the two Wasabi branches in Leeds, the first expansion outside London. I found them to be enthusiastic, organised and dedicated to their role. Nothing I asked was ever too much trouble and they went that extra mile to ensure I was pleased with the eventual outcome. I would have no hesitation in recommending MCG for future PR projects.”

Anokhee Karia, Marketing Manager at Wasabi Co Ltd

more testimonials

Get in touch

If you would like to find out more about MCG or would like to talk to us about a project, please call Christine Mortimer on 0113 307 0113 or email christine.mortimer@mcgpr.co.uk.