British restaurant chain Wagamama has unveiled its most ambitious brand campaign in 33 years, marking a major cultural and strategic shift. With the tagline "Food is Life", the campaign aims to position the Asian-inspired chain not just as a place to eat, but as a space where food becomes a vehicle for connection, comfort, and creativity.
At a time when consumers are increasingly health-conscious and seeking personalised experiences, Wagamama’s new direction reflects a keen awareness of evolving dining trends. Spearheaded by Emma Colquhoun, the brand’s chief marketing and commercial officer, the campaign goes beyond promotion — it represents a redefinition of Wagamama’s purpose.
“We needed to show how Wagamama fits into real-life moments, whether it’s catching up with friends or post-match celebrations,” Colquhoun said. “It’s about recognising that food isn’t just fuel — it’s something emotional, something we feel.”
The new platform, wagamama when, was created in collaboration with BREAKS creative agency and Goodstuff media. It captures the many roles food plays in everyday life — whether it's a comforting ramen on a rainy Tuesday or a fresh salad for a summer lunch.
In response to shifting tastes, Wagamama is also introducing a revamped summer menu. Lighter options such as pho made with konjac noodles — a low-calorie, high-fibre substitute — and build-your-own donburi bowls now allow guests to customise their meals. A new cauliflower rice base offers a fresh take on traditional dishes, while non-alcoholic drinks and a miso caramel banana bread dessert reflect ongoing consumer interest in balance and flavour fusion.
“The focus was on balance — offering lighter options while still honouring our hearty favourites like katsu and ramen,” said Colquhoun.
For Wagamama, evolution had to respect its heritage. Known for its long benches and open kitchens, the chain has always thrived on a communal, informal atmosphere. This new campaign needed to balance innovation with loyalty.
“We’re proud of how many people already have a Wagamama story,” Colquhoun explained. “Whether it’s a first date, meeting the in-laws, or a Saturday post-football meal with the kids — everyone connects to it differently.”
The visual identity of the campaign mirrors this ethos. Authentic, candid-style photography replaces heavy editing or gimmicks, creating relatable vignettes of real moments. The handwritten "Food is Life" closing signature nods to the brand’s playful spirit and its iconic paper placemats, often scribbled on by guests.
This campaign is only the beginning. According to Colquhoun, the brand plans to explore the "wagamama when" storytelling further over the coming year — not only through marketing, but through its evolving menu and customer experience.
“We want to connect with as many guests as possible — both loyal fans and newcomers,” she said. “Expect more food innovation, more meaningful moments, and more reasons to choose Wagamama.”
As food culture continues to evolve, Wagamama’s new chapter aims to make sure it’s not just part of the conversation — but at the heart of it.
