UMI is a casual spot for hibachi meals & Japanese eats, from classic & modern sushi rolls to bento boxes. The reigning champ among sushi makers called on us to create a social strategy to compliment their physical location accolades.
What came about from our conversations was a seasoned but hip brand persona. Our strategy was always up to date with pop culture, never afraid to tie in the latest of top 100 music lyrics but at the same time never going beyond its roots. Our theme for engagement was to be quick and witty in all conversations until retweet was a second nature action for all of our followers.