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Sagami, a true japanese around Italy

Canali&C wins the budget for the launch of the new restaurant chain

Sagami is an international catering giant.
With 270 stores in Japan, Thailand, Indonesia, Vietnam and Brazil, it is a leader in the healthy-ethnic food segment. Entering a Sagami restaurant is like entering an authentic Japanese trattoria: traditional recipes, healthy food, accurate preparations.
After the success achieved in the East, the chain now lands in Italy: the first restaurant will open in Milan, in Piazza Duca d’Aosta, in November.

The communication project has been assigned to Canali&C.
The launch campaign includes billboards, urban dynamics, metro, radio, unconventional and street marketing. The digital budget includes the use of social media, web advertising, SEO, influencer and the putting online of a site optimized for mobile, which offers the possibility to book online your table.
These media will be joined by PR and press office work that will aim to increase the brand reputation at the national level.

The protagonist of the creativity is a Japanese gentleman, who poses amusedly using the soba noodles as two long moustaches.
“We chose an ironic approach for this launch,” says Ermanno Canali, President of the agency. “We wanted to create a warm, empathetic communication, in line with the experience of living in a Sagami restaurant. The ‘real Japanese’ we depicted is a real person, who embodies the values of hospitality and tradition”.

The opening of the Milanese restaurant is just the first step in an ambitious business strategy. The company plans to open another 5 restaurants in Italy in 2019, followed by further openings. The communication format used in Milan will be replicated in all cities, creating a strong brand awareness.

The healthy food segment is particularly interesting for the Italian market. It is aimed at a medium-high target, with a focus on men and women of 35 years. This distinctive positioning will allow Sagami to differentiate itself decisively from the classic sushi restaurants, thus creating an exclusive identity.

With the acquisition of the Sagami budget, Canali&C continues its process of expansion in the food sector, thanks to the experience gained in the new generation of food courts in Shopping Centres and in emotional food issues.