We partnered with Alexandra Burke as the spokesperson for a nationwide broadcast day to support Yutaka’s new campaign celebrating the rise of adventurous family cooking. As part of the activation, Alexandra appeared on Good Morning Britain and a wide range of radio shows and podcasts, discussing how families are swapping classic baking for healthier, more creative dishes.
To bring the campaign to life, Yutaka worked with Alexandra and a group of mini chefs to create the world’s first sushi recipe book designed by kids – Seaweed Sid & The Sushi Squad. The project transformed children’s colourful sushi doodles into real, simple recipes with the help of Japanese chef Yuki Gomi, showcasing that sushi is fun, interactive and far less intimidating than many think.
During the broadcast day, Alexandra spoke authentically as a mum-of-two about the joy of getting hands-on in the kitchen, reinforcing Yutaka’s research findings that nearly 1 in 6 British families now make sushi at home, and that 89% of parents feel traditional childhood baking is becoming a thing of the past.
The campaign positioned sushi-making as an easy, healthy and creative family activity, driving national conversation and giving Yutaka a strong, positive presence across major broadcast outlets.
To book Alexandra Burke for your next campaign, please contact us at letstalk@celebritysauceco.com
