The Client
Wagamama Cyprus wanted to spotlight its sushi menu and emphasise its variety, freshness and quality. While the brand is already well-recognised for its iconic dishes and vibrant dining experience, the goal of this campaign was to bring sushi into the forefront, positioning it as both an indulgent and shareable option for a broad audience.
The Plan
The strategy centered on elevating sushi to a hero category on the menu. Therefore, we designed a campaign that combined visual storytelling, trend-driven content and interactive experiences by crafting content that felt authentic to Wagamama’s energetic brand identity, while also staying relevant to the younger, media savvy audiences.
By balancing aspirational photography with culturally relevant digital content, the campaign was built to drive both appetite appeal and social conversation around sushi.
The Execution
The campaign was rolled out across Wagamama Cyprus’s digital platforms through three creative pillars:
Static Photography: A consistent, brand-aligned aesthetic was achieved through two approaches. Lifestyle visuals with models captured the lively, animated spirit of dining out at Wagamama, while close-up product shots highlighted the intricate details, textures and vibrant colours of sushi products, making them look irresistible
Reels/TikTok: Leveraging trending audios and formats of the time, reels showcased the variety and freshness of Wagamama’s sushi in fun, engaging ways. Models emphasised the social and shareable nature of sushi, making it feel playful and approachable
TikTok Filter: A ranking template filter for various dishes invited users to interact with the menu directly, turning the Wagamama experience into a participatory digital moment. This boosted organic reach and extended brand visibility through user-generated content
The integration of these elements ensured the sushi campaign went beyond simply portraying the products, but more so, created a digital-first experience that celebrated its variety, quality and shareable joy.
Results
TikTok Views
7.5 million
Instagram Views
2 million
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