Restaurant chain Wagamama is celebrating the rejuvenation and invigoration of open water swimming with its first campaign and TV creative since 2021.
Created by The 119 Studio, the hero film compares the fresh, revitalising feeling of open water swimming with Wagamama’s ‘steaming bowls of nourishment’, set to a soulful cover of ‘Feeling Good’ by singer songwriter Greentea Peng.
The creative is premiering this evening (4th October) during a screening of Coronation Street on ITV, with new menu items also set to go live across restaurants nationwide today.
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“We wanted to capture the essence of the unique experience we offer our guests. Our nourishing bowls aren’t just about food, they’re about the sensory journey and the feeling of enjoying life’s simple pleasures,” Wagamama chief marketing officer Kay Bartlett said.
“Our partnership with Mental Health Swims as part of this campaign is also an extension of our commitment to promoting well-being and mindfulness.”
To further elevate the campaign, the restaurant chain has partnered with charity Mental Health Swims to host three open water swimming events in London, Bournemouth and Brighton later this month, enabling participants to get to know their local communities – and indulge in some new Wagamama treats.
