Inspired by Japanese ramen bars, wagamama has a reputation for fresh food, reliable service and a great eating environment. So it was important to consistently deliver the same quality dining experience whilst maintaining a consistent brand tone of voice and visual identity.
In 2012, two festivals had turned into four and we began to develop the wagamama lounge as a brand platform, telling the story across multiple touchpoints before, during and after the festivals. This began with support from all 82 UK restaurants.
• Total festival footfall – 280k
• Total YouTube views – 45k
• Tweet reach of 127k accounts using #wagamamalounge in 2013