itsu revives the Wealdstone Raider in latest nostalgia-driven spot

After turning heads with last month’s Ronnie Pickering parody, itsu is keeping the meme revival going – this time with the return of Gordon Hill, better known as the Wealdstone Raider.

The clip spot, created with Block Report and Nice Productions, is a near frame-for-frame remake of the 2014 viral clip that made Hill a household name online.

Shot at Whitehawk FC, the original setting for the meme, the video swaps football banter for frozen food: Hill’s catchphrase now reads, “Do you want dim sum? We’ll give it ya.”

“It was an opportunity too great to miss,” said Misha Metcalfe, brand director at itsu [grocery]. “This time, instead of dishing out his infamous banter from the touchline, he’s dishing out delicious dim sum.”

The campaign follows a successful run with Ronnie Pickering that clocked 4 million views and boosted branded search by 15%.

@itsuofficial We’ll do literally anything to boost our awareness metrics #ronniepickering ♬ original sound – itsu

According to Jack Colchester from Block Report, these aren’t just throwbacks—they’re cultural touchpoints still resonating with audiences, including Gen Z. “Some internet heroes don’t just go viral, they transcend time itself,” he said.

The Wealdstone Raider’s legacy still lives on across meme pages like No Context Brits and imjustbait, where his clips continue to rack up views and comments – even among those too young to remember the original upload.

For itsu, it’s another example of using well-worn internet moments to build brand familiarity, tapping into a kind of memestalgia that’s becoming increasingly common in creative work.

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