Wagamama Celebrates In-Store Experience with Fresh Campaign

Pan-Asian restaurant franchise Wagamama has unveiled a new advertising campaign to boost customer appeal by highlighting their brand history and range of dishes.

The campaign, created by agency 101, spans radio and in-store promotion. Four 30-second radio spots are now live, which feature the voice of Fun Lovin' Criminals and BBC Radio 2's Huey Morgan, while store activity includes placemat and A-board creative.

Photographed by Gareth Sambridge, the print work displays side-on views of woks and ramen bowls which have been cut in half to reveal the ingredients of key dishes, such as prawn raisukaree, firecracker chicken and chilli beef ramen.

With the aim of celebrating the Wagamama experience, campaign concepts include how dishes arrive at different times while customers do their best to pronounce their names.

Wagamama Global Brand Director, Simon Cope, commented: "The campaign represents the freshness and fun qualities of our brand. We hope the advertising and creative execution will encourage people to embrace their adventurous side over the cooler months and understand a little more about what makes Wagamama so special."

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