We’re delighted to share that Serendipity has been named a finalist at the UK Digital Excellence Awards 2026 in two categories. Our work with itsu Grocery has earned recognition for both Standout B2C SEO Campaign of the Year and Standout Paid Media Campaign of the Year.
A huge congratulations goes to the Serendipity team, whose innovative thinking and creative approach brought these campaigns to life. Here’s a closer look at what led to this recognition.
Category Leadership for Gyoza, Bao and Healthy Instant Noodles
Standout B2C SEO Campaign of the Year – Finalist
Our objective was to position itsu as the go-to brand for gyoza, bao and healthier instant noodle options. We set out to secure top three rankings for high-intent keywords, significantly increase visibility across key search terms, and grow non-brand search presence by over 200%.
To achieve this, we focused on three core areas:
Owning Search Topics
Rather than targeting individual keywords, we grouped search queries into clusters and tailored content using long-tail keywords for each topic—gyoza, bao and instant noodles. This approach allowed itsu to build authority by aligning content with how people actually search.
Boosting Authority
Competing with major recipe websites required a smarter approach. Instead of completely overhauling existing content, we enhanced internal linking, built structured content hubs and used digital PR to strengthen credibility. As a result, Google now recognises itsu as a trusted authority within these categories.
Effective Content Planning
A key strength of this campaign was achieving rapid growth without producing large volumes of new content. By combining new and existing content into listicle formats, we created strong entry points that connected users to itsu products, recipes and locations.
The Results
Catergory leadership for gyoza, bao and itsu noodles worth loving. Within the gyoza category, itsu ranked in the top three positions for over 1,100 keywords and appeared in 38,000 new search terms. Listicle content performed particularly well, driving a 258% increase in clicks and a 225% rise in impressions.
This campaign demonstrates that, while many brands rely heavily on paid media or social, treating search as infrastructure rather than a channel can create long-term, sustainable demand.
Noodles Worth Loving YouTube Campaign
Standout Paid Media Campaign of the Year – Finalist
This campaign focused on driving awareness and incremental purchase growth for itsu noodle pots, positioning them as a leading healthier instant noodle option. The aim was to deliver measurable brand impact at scale while maintaining cost efficiency.
We adopted a full-funnel strategy, targeting in-market buyers, health-conscious consumers, food enthusiasts and convenience-led shoppers.
A Full-Funnel YouTube Ecosystem
The campaign began with a strong brand-led awareness layer, generating 5.8 million views at a 62% view-through rate. Creative execution played a crucial role. By introducing the brand and product within the first three seconds and including a clear call to action, we successfully addressed YouTube’s skip behaviour. Continuous optimisation ensured strong performance throughout.
Understanding Our Audience
Rather than relying on broad demographics, we structured targeting around behaviours and lifestyles. Audience segments were grouped into clusters, allowing us to monitor engagement closely and reallocate budget to the best-performing groups.
Tailoring Creative to Screen Environments
Insights showed that connected TV was particularly effective for reaching our audience. We prioritised TV screens to capture attention in a lean-back viewing environment. Creative assets focused on relatable, product-led storytelling, including celebrity chef integrations, influencer content and clear nutritional messaging.
The Results
The campaign delivered over 31 million impressions and reached 13.7 million people. It also generated 40,000 subscribers and more than 163,000 clicks, reflecting strong engagement.
In terms of real-world impact, searches for itsu noodle products increased by over 600%, highlighting a significant uplift in consumer interest following campaign exposure.