Wagamama World Cup (Pitch)

The brief was to create an integrated campaign Wagamama to coincide with the 2010 Football World Cup.

Our key insight was that the majority of the target Wagamama demographic were NOT keen on football so we decided to create an ‘Anti-World Cup’ campaign and aim it at the ‘Football Widow’ by re-brandng the restaurant for one month to – WAGS AND MAMAS.


We created a number of campaign concepts to encourage non-football fans to visit the restaurant for the the duration of the tournament, to enjoy a great atmosphere with great food, and totally football-free.

Wags and Mamas would also be promoted as the restaurant of choice for busy shoppers, through the use of bespoke ‘take-out’ shopping bags.


We also created an outdoor advertising campaign to be placed at strategic locations within urban environments, highlighting some of the key dishes on offer, with a few football jokes thrown in.