Stirring souls and selling bowls the wagamama way, through the secret power of cinema

British restaurant chain wagamama outperformed the market during the 'casual dining crunch' by using cinema to launch its campaign From Bowl to Soul.

Campaign details

Brand: wagamamaAdvertiser: wagamamaEntrants: MullenLowe London and the7starsPrincipal author(s): Becky Geiringer, MullenLowe; Maria O'Connor, the7stars; Jane Dorsett, MullenLowe GroupContributing author(s): Ross Farquhar, wagamama; Annabelle Butler, MullenLowe Group; Simon Harwood, the7stars; Louise Cook, Holmes & Cook

Introduction

'What you eat feeds your belly. Where you eat feeds your soul.'

This is the story of wagamama, a relatively small but spirited restaurant brand, selling an unfamiliar cuisine in a market that, though once booming, was becoming saturated and dominated by promotional discounting.1While this inevitably put pressure on margins, wagamama was...

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