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tantalising tastebuds on the teppvanyaki tour

this is wagamama

1

Beyond Freshers Fairs: A Bold Approach to Student Engagement

Wagamama has long recognised the power of the youth market, consistently engaging students through Freshers Fairs. While these events offer fantastic brand exposure, they can also be crowded, competitive, and costly. Wanting to maximise student engagement beyond Freshers, Wagamama sought a high-impact experiential campaign that would dominate the student space while still targeting students during their first 100 days at university—a key window for influencing purchasing habits.

Wagamama
Wagamama

2

Taking the Wagamama Experience Directly to Students

To bring the brand to life in an unforgettable way, Wagamama partnered with BAM to develop a fully immersive sampling activation—the Teppanyaki Tour. Our experiential marketing specialists designed a mobile sampling campaign that transported the Wagamama experience straight to campus, creating a visual spectacle and interactive engagement point. The centrepiece? A custom-branded sampling vehicle, fitted with a fully operational kitchen, where Wagamama’s chefs prepared and served hot, fresh vegan yakisoba noodles—allowing students to taste before they buy.

3

Amplifying Engagement with Smart Experiential Design

A branded vehicle alone wasn’t enough—we wanted to create an activation that students couldn’t ignore. BAM enhanced the experience with 3m tall branded feather flags and an oversized armchair for selfies, giving students shareable moments to extend the campaign’s reach beyond the physical activation. This bold, visually striking setup ensured that Wagamama became the standout brand presence on every campus, attracting footfall and generating excitement.

Wagamama

4

Driving Students into Restaurants for Long-Term Impact

While free food samples grabbed students’ attention, the real objective was to drive traffic to Wagamama restaurants. To achieve this, BAM incorporated a simple but highly effective conversion strategy—every student who sampled the noodles received a ‘Buy One Get One Free’ voucher for a main meal. This not only encouraged repeat engagement but also transformed the activation into measurable footfall and increased student custom at Wagamama locations nationwide.

A long line of people wait outside a black food truck labeled wagamama teppanyaki parked on a paved area. Green grass and trees are visible in the background. Two flags with the wagamama logo stand near the truck. BAM Agency
A group of four people is gathered outdoors, eating from small bowls. One person in a blue hoodie holds a container, possibly adding condiments. The background features a large building and other people milling about. It appears to be a chilly day. BAM Agency
Small brown paper cups are filled with noodle stir-fry dishes, each with a wooden fork. They are arranged on a black tray with Wagamama printed on it. A Wagamama brochure is also visible on the tray. BAM Agency
Food truck labeled wagamama with four people in black and white uniforms standing around it. The truck is parked on a paved area with trees and buildings in the background. BAM Agency