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As wagamama’s global digital agency, Wickedweb collaborated on the launch of the ‘art and eat’ campaign - an innovative platform to engage wagamama customers with the UK’s up and coming art and design talent.   

wagamama were looking to roll out a national marketing and PR campaign that would achieve a number of key objectives.  At the core, wagamama’s underlying objective was to engage, excite and provide an experience for customers – whilst re-inforcing wagamama as a 'cool’ lifestyle brand among its target markets.

In addition to creating regional brand awareness and building product awareness, robust marketing objectives are in place.  The campaign needed to drive awareness, excite its audience and encourage participation.  

Wickedweb focused on achieving these KPI’s by putting brand engagement at the heart of our digital strategy.  Our strategy around the campaign’s digital execution worked to extend the in-store experiential element by driving diners online to join the ‘art and eat’ debate.  This interactive platform supported brand engagement by providing a focus for dining conversation, and looked to prompt subsequent action from them by way of competition entries and re-tweets.

Our strategy was honed by an appreciation of wagamama’s key target audiences, as this ensured we could recommend solutions for engagement across a range of diners.

Ten national wagamama locations were chosen and one regional ’up and coming’ artist was selected per restaurant to feature their work. Wagamama worked closely with the prolific Moniker projects to source the artists. 

Wickedweb worked hard to unite the campaign messaging with digital technology, in order to evolve traditional marketing methods into an integrated 360 communications mix – positioning digital at the heart. Early results indicate our carefully considered strategy engaged the target audience and demonstrated real cut through.  Wickedweb feel the work showcased is innovative and engaging, supporting the key KPI’s. The wagamama brand has been elevated as a result, and the digital strategy seeks to rejuvenate an offline campaign into the digital sphere to maximise the longevity and awareness of the campaign / brand.

Find out what we did and read the case study here.

Wickedweb is delighted to announce wagamama’s recent appointment as their full service digital marketing agency. Appointed after an 8-month competitive procurement process which saw 10 agencies shortlisted to 3 for the pitch presentation, Wickedweb is excited to say that work is already underway on the strategy to better engage the target audience online. 

wagamama is an award winning Japanese inspired global restaurant chain, targeting a wide range of audiences. The brand is in a strong position in the pan-Asian cuisine market, which is expected to demonstrate recovery and growth in 2012 / 2013, meaning our plans for the future will engage users just as restaurant dining expenditure returns.  Our ideas are innovative and ambitious, whilst looking to capture the brand’s Japanese influence and minimalist style, so that wagamama is positioned as the industry benchmark.

Stuart Wells, Managing Director at Wickedweb comments:

“We are absolutely thrilled to be working with the wagamama brand and team on their digital marketing.  It’s an account we really wanted to win, as the business and relationship values strongly mirrored our own, which we know leads to the best results.  We have some really ground breaking ideas that will help bring all the wagamama digital channels together, and in turn  position the brand as one at the forefront of digital within their industry sector”.

Brand engagement is everything to wagamama which resonates perfectly with us – as an agency it is at the heart of everything we do and we look forward to enhancing the digital landscape for this fantastic brand.

Ingrid Williamson – Director of Marketing at wagamama comments:

“Finding the right agency can be a challenge. You want to work with people who understand your Brand and simply ‘get it’. Wickedweb got it right from the start. We are thrilled to have appointed Wickedweb and look forward to some very exciting times ahead”. 

Wickedweb are well placed to deliver an effective digital solution.  We are drawing on robust experience in the food and drink industry with clients such as Ella’s Kitchen, and in addition can utilise our online brand engagement strategies as showcased by clients such as Gear4, Cosmetics a la Carte and The Lifehouse.  This is an exciting relationship and we look forward to engaging the wagamama audience and delivering a real brand experie