Chopstix appoints WPP Media to lead media strategy and buying

WPP Media has been appointed as media planning and buying partner for Chopstix, Europe’s fastest growing Asian QSR brand. The appointment will see Mindshare working closely with Chopstix as the brand accelerates its next phase of development, which has stores opening in France.

Famous for its bold flavours and value for money position, Chopstix has grown rapidly to more than 150 locations across the UK, with restaurants in shopping centres, transport hubs and high‑street locations nationwide. The brand is known for its fresh, flavour‑packed Pan‑Asian dishes and convenient, great‑value offering.

Mindshare’s remit will focus on building demand across both new and established restaurants, supporting Chopstix’s ongoing rollout programme while evolving its media approach to reach customers more precisely and effectively. Activity will initially centre on supporting new store openings, with broader campaigns and channel testing planned as the partnership develops.

As part of the strategy, Mindshare will explore new media opportunities alongside more sophisticated, geo‑targeted planning, using data and audience insight to ensure investment is focused where it can have the greatest impact at a local level.

Leanne Parker, Head of Marketing at Chopstix, said: “We’re at a really exciting point as a business, and we wanted a partner who understands what it means to scale quickly without losing focus locally. Mindshare really got what we’re trying to achieve - not just in terms of expansion, but in how we show up for customers around each restaurant. We’re excited to get started and see what we can build together.”

Ben Chadd, Executive Vice Presidents, Clients at WPP Media, added: “Chopstix is a brilliant example of a brand with strong momentum and clear growth ambitions. Our focus will be on helping the team make the most of that momentum - using smart, localised media and the right mix of channels to support both new openings and long-term brand building. We’re really looking forward to working together as the business continues to grow.”