We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
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We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
Sushi Sushi was already Australia’s leading sushi brand, but it had started to blend into the background of the category. Whilst they were known for freshness and convenience, the ugly truth was, it came hand in hand with being part of the sushi category.
When Sushi Sushi came to Untangld, the task was to move it from easy sushi to modern craving. The ambition was bigger than a campaign. It was about redefining what fast food could mean for Australians.
Untangld began by listening to the country. Through a nationwide research program combining quantitative analysis, behavioural mapping, and cultural insight, we explored how Australians really think about food on the go.
The results revealed an unexpected truth: even health-focused consumers were still choosing traditional fast food. Sushi Sushi wasn’t losing on product; it was losing on desire. We were losing to people’s more indulgent and emotional side.
The response was a complete reimagination of how Sushi Sushi shows up in culture. The new platform, “Real Food. Ready to Go.”, gave the brand a confident new attitude and a voice that belonged in the QSR conversation.
This transformation went far beyond advertising. The new strategy reshaped the entire business – from menu innovation and promotions to customer experience and franchise operations. Sushi Sushi stopped playing by the old rules of the sushi category and started creating its own. The brand now lives in the space between healthy and fun, where sushi meets fast food and freshness meets flavour.
The shift from quiet player to cultural contender is already visible in the data. Awareness, advocacy, and appetite are all on the rise.
Sushi Sushi has evolved into a challenger with clarity and purpose. It now competes in the fast-food mainstream while owning the territory of fast, fresh, and real.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.
