• Gyoza demand existed, but no clear category leadership
• Retailers controlled early-stage discovery
• Publishers owned education and usage queries
• itsu was present, but not positioned as the go to gyoza brand
• Consumer demand for gyoza was strong and growing, but the category lacked a clear digital authority.

Early-stage discovery was dominated by retailers, while informational and high intent queries were largely owned by publishers and recipe-led content publishers.

Although itsu was visible within the category, it was not yet positioned as the go-to brand for gyoza on search. Discovery, education, and consideration were fragmented across third parties.

Without owning the category digitally, growth would remain distributed rather than dominant, limiting itsu’s ability to lead the category.

We created a content experience across onsite, and offsite PR to drive signals around Easter breaks and Parkdean Resorts. We built and optimised a key commercial intent-driven landing page including dates, differences in location, relevant offers and parks.

We also used Digital PR and internal linking projects from strong pages to drive growth during the high intent/commercial period – just before Easter.

Parkdean Resorts now sits in a super strong position across a range of key Easter terms, with hero terms such as ‘easter break(s)’ in position 1 and dominating AIO against competitors. The page delivered over 13k clicks and this year has continued to rank for these competitive terms, with Parkdean appearing above the likes of LastMinute.com, TUI & National Trust.

See our other case study of growing Parkdean Resorts to pos 1 for UK holiday terms (and the destinations)