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...