Wagamama, one of the UK’s most-loved dining experiences, has opted for a social-first strategy to launch the new editions from its celebrated menu.
Created by the award-winning social media specialists, Born Social, the campaign features a number of bold, distinctive creative executions each focusing on key menu additions including Wagamama’s trio of immune-boosting juices and a selection of new and revised dishes flying the flag for gluten-free goodness.
Targeting 15-35YO foodies, the ingredients are the star of the show. Big, bold and centre stage they rub shoulders with eye-catching overlaid text, cute design flourishes (‘immunity loading…’ anyone?) and a restrained smattering of 3D elements – all designed to pack a punch and stop those overly-exercised thumbs in their tracks.
“Born social live up to their namesake. They get social, they love social and they genuinely want to help brands do social well.” says Aisling Lithgow, Digital Marketing Manager, Wagamama “Powered by some serious strategy and creative class they don’t simply create content, they create content that connects. They care less about the impressions and more about the impression the content is leaving.”
Synonymous with great flavours and super-fresh ingredients Wagamama was one of the first food brands to bring pan-Asian dining to the capital, seducing a generation of food lovers with an experience inspired by Japanese ramen bars and its unique ‘kaizen’ philosophy (‘good change’) – that remains at the heart of the business.
“Getting to work with a super loved UK brand like Wagamama is a match made in social first heaven” says Danielle Dullaghan, Account Director, Born Social “and what’s been particularly great about this partnership is the shared vision for producing thumb-stopping social first content.”
The campaign features across multiple social media platforms including: Instagram and Facebook.
Source: Born Social
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