Wagamama has launched the biggest campaign in its 33-year history, repositioning itself with a new focus on innovative and bespoke food.
With a new ‘Food is Life’ slogan, Wagamama is hoping to drive home its commitment to offering “great food any time, any occasion”.
The new omnichannel campaign, titled ‘Wagamama when', which has been devised by creative agency Breaks and media company Goodstuff, aims to show different real-life moments in which the restaurant can play a role in people’s lives.
The adverts will roll out across BVOD, including ITVX, Channel 4 and Disney, and via YouTube, radio, Meta and TikTok.
"Food is Life is at the heart of Wagamama, it represents fresh, innovative dishes as well as the relaxed and friendly environment it is served," said Wagamama chief marketing and commercial officer Emma Colquhoun.
"With ‘Wagamama when’, we’re celebrating those real, everyday moments when food brings people together. This is a bold new chapter for us, one that reflects not just what’s on the plate, but the role we play in other people’s lives.”
To build on the campaign, Wagamama is launching a summer menu, which features new pho noodle soups made with a yuzu broth and served with konjac noodles. The soups will come with the option of three toppings, including chicken thigh, hoki fish or king oyster mushrooms alongside red pepper, bean sprouts, fresh herbs and lime.
In response to increasing demand for personalised dishes, the Asian-inspired chain is introducing a build-your-own donburi concept where customers can choose from a selection of protein, toppings and vegetables. It will also include cauliflower ‘rice’ as a fresh base alternative.
Other new summer offerings include a sweet chilli salad with caramelised chicken or tofu, and a pad thai salad inspired by the brand’s teppanyaki dishes.
Wagamama is also launching new non-alcoholic drinks including a saffron picante, strawberry spritz and a Kickstart juice, alongside new desserts such as miso caramel banana bread.
Wagamama global executive chef Steve Mangleshot added: "We’ve listened closely to what our guests want, and we’re excited to introduce a summer menu that gives them more fresh and nourishing flavours like our light and fragrant phos, vibrant salads, and personalised build-your-own donburis."
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