Buck & Hound appointed by Oishii Sushi
The Dublin communications agency will lead the sushi brand's consumer PR and creator strategy as the Irish food business enters its next phase of growth
Print28 September 2026
Following a competitive pitch, Dublin communications agency Buck & Hound has been appointed by Oishii Sushi to lead its consumer PR and creator strategy as the Irish food business enters its next phase of growth.
Founded in Dublin by Ciara Troy in 2006, Oishii has grown from a market stall into Ireland’s leading Irish-made sushi brand, producing more than two million trays annually and supplying retailers across the island of Ireland. Inspired by Ciara’s time living and studying in Japan, Oishii’s sushi is made in Dublin, bringing together Japanese food culture with 20 years of Irish food expertise.
The appointment comes during a ‘significant period of growth’ for the business, which is expanding its retail distribution and investing in additional production capacity, new products and formats ahead of a wider brand refresh in 2027.
Recent developments include expansion into Musgrave stores in Northern Ireland, with recent launches in Aldi this year.
Communications programme
Buck & Hound will lead a communications programme spanning consumer and trade PR, creator engagement and founder profiling.
Claire Buckley, managing director and owner of Buck & Hound, said: “Oishii is one of those brilliant Irish businesses that is much bigger than many people realise. Millions of trays are being bought every year, but there is a real opportunity to build a stronger connection between the product consumers already know and love, and the Oishii name behind it.
“Ciara [Troy] and the team have established an extraordinary business over the past 20 years, and there is a wealth of stories to tell across food, retail, entrepreneurship and changing Irish eating habits. We are delighted to be joining them at such an exciting point in their growth.”
The win further strengthens Buck & Hound’s food, beverage and hospitality portfolio, counting brands such as Caffè Nero, Kinara Group, Tullamore D.E.W. and Aloft Dublin in their retained client base. Established in Dublin in 2016, the independent communications agency works across consumer, food, hospitality, automotive and lifestyle brands.
For more information, visit www.buckandhound.ie and www.oishiisushi.ie
Read more: Oishii Sushi secures new listing with Aldi
© 2026 by ShelfLife reporter
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