wagamama: From Bowl to Soul

Becky Geiringer, Jane Dorsett, Maria O'Conner

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Campaign details

Brand: wagamamaBrand owner: wagamama Group LimitedLead agencies: MullenLowe, the7starsContributing agency: Holmes & CookMarket: United KingdomIndustries: Restaurants & takeawaysMedia channels: Cinema, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 1 - 3 million

Executive summary

This is the story of wagamama, a relatively small but spirited UK restaurant brand, selling an unfamiliar Asian-inspired cuisine in an increasingly competitive market, dominated by promotional discounting. Wagamama was determined not to get sucked into this promotional arms race. Instead – and for the first time – it invested...

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