Wagamama launches its ‘biggest’ marketing campaign in history
The campaign, called ‘Food is Life’, is said to mark a shift in the restaurant chain's strategy to focus on personalisation, freshness and nourishment
Wagamama has launched the biggest marketing campaign in its 33-year history, unveiling a new brand platform and menu aimed at emphasising “the emotional and cultural role of food in modern life”.
The campaign, called ‘Food is Life’, is said to mark a shift in the restaurant chain’s strategy to focus on personalisation, freshness and nourishment across its menu and communications.
News of the campaign coincides with the introduction of a new summer menu.
Steve Mangleshot, global executive chef at Wagamama, said: “Wagamama has always been distinctive, from our open kitchens to our communal benches, we were born different. In a world of sameness, we’re doubling down on that difference.
“With ‘Food is Life’, we’re reminding the world that food isn’t just something you consume. It’s something you feel. Something that can change your day, and even your life.”
Among the new offerings are a trio of pho noodle soups, featuring a yuzu-based broth and konjac noodles, with topping options including chicken thigh, hoki fish and king oyster mushrooms. The soups are garnished with red pepper, bean sprouts, herbs and lime.
Wagamama has also introduced a customisable donburi concept, allowing guests to build their own bowls with a selection of proteins, vegetables and toppings. The format includes cauliflower rice as a base option.
Emma Colquhoun, chief marketing and commercial officer of Wagamama, added: “‘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. In a world that often moves too fast, we’re championing food as a source of connection, creativity and care.
“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.”
