WAGAMAMA LAUNCHES NEW CAMPAIGN INSPIRED BY THE THRILL OF OPEN WATER SWIMMING

Dive in to life’s simple pleasures with wagamama’s nourishing new menu and soulful partnership with Mental Health Swims

Wagamama today announces the launch of its new campaign and first television creative since 2021, celebrating the rejuvenation and invigoration of open water swimming that can also be found in their steaming bowls of nourishment. In this visually stunning and emotionally captivating TV creative, wagamama draws an unexpected and compelling parallel between the sensation of open water swimming and the refreshing, renewing and energising feeling of slurping on a steaming bowl of ramen.

Set to a soulful cover of the iconic “Feeling Good” by neo-soul singer songwriter, Greentea Peng, the new TV creative takes viewers on a sensory journey like never before. Directed by the talented Hector Dockrill, the commercial combines both cinematography and music which captures the emotional connection between the viewer and one of wagamama’s signature dishes.

The campaign marks the introduction of wagamama’s new menu, showcasing an array of new bowls designed to warm the soul. Inspired by classic Korean flavours, this menu features wagamama’s first ever hot pots, with chicken, steak or silken tofu simmering in a spicy broth with seasonal vegetables and satisfying tteokbokki. The menu also sees the introduction of the Korean street food favourite, k-dogs, made with a vegan twist and a crunchy noodle crumb. Other items include the gochujang rice bowls, served with snow onions and available to order with chicken or shichimi tofu, plus a host of fresh new sides including rotis served with raisukatsu sauce for dipping, as well as mushroom skewers coated in a sweet chilli and miso glaze. Never forgetting the joy of ending a meal with something sweet, wagamama has also added a fresh new dessert to the roster in the form of their chouxnuts; combing soft doughnut and a crisp choux pastry with a choice of sweet matcha or kurumitsu black honey custard fillings.

To further celebrate the campaign and its exploration of the mind and body connection, wagamama will be partnering with the charity, Mental Health Swims, to host three swim events in London, Bournemouth and Brighton later this month. A free, safe and inclusive space for all, the swim events will focus on dips, not distance, and will serve as an opportunity for participants to get to know their local communities while experiencing the first-ever swim-up wagamama pop-up, with delicious hot pots and k-dogs on offer for those taking part.

“We wanted to capture the essence of the unique experience we offer our guests,” says Kay Bartlett, Chief Marketing Officer at wagamama. “Our nourishing bowls aren’t just about food, they’re about the sensory journey and the feeling of enjoying life’s simple pleasures.” she continues, “Our partnership with Mental Health Swims as part of this campaign is also an extension of our commitment to promoting well-being and mindfulness.”

Wagamama’s TV campaign is set to premiere on Wednesday 4^th October on ITV during the Coronation Street programme at 8:15pm with the new menu items available in restaurants nationwide from the same day. The swim events will be taking place from 10^th October with further information on ticket details coming soon and will continue throughout the year and in to 2024.

Source: Wagamama

  Advertising, Campaign, Marketing, Mental Health Swims, Wagamama