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...