Wagamama launches open water swimming campaign

Wagamama has launched a new campaign and its first television creative since 2021, celebrating the health and well-being benefits of open-water swimming and the brand's nourishment bowls. 

Directed by Hector Dockrill, the commercial combines cinematography and music to illustrate an unexpected parallel between the sensation of open-water swimming and the energising feeling of eating a bowl of ramen. 

The campaign marks the introduction of Wagamama's new menu. Inspired by Korean flavours, the offering features the brand's first-ever hot pots, which offer a choice of chicken, steak or tofu in a spicy broth with seasonal veg and tteokbokki. 

Wagamama Dive In by Marc Sethi 

The menu also harbours Korean street food favourites such as k-dogs, made with a vegan twist and a crunchy noodle crumb. Other items include the gochujang rice bowls served with snow onions and available to order with chicken or shichimi tofu, plus new sides such as rotis with raisukatsu dipping sauce, and mushroom skewers with sweet chilli and miso glaze. 

A selection of new desserts have been introduced, including chouxnuts with a choice of matcha or kurumitsu black honey custard fillings. 

To further enhance the campaign, Wagamama will partner with the charity Mental Health Swims to host three swimming events in London, Bournemouth and Brighton later this month. The free events will focus on dips, not distance, and will serve as an opportunity for participants to get to know their local communities while experiencing the first-ever swim-up Wagamama pop-up, with hot pots and k-dogs available to all those taking part. 

Kay Bartlett, Wagamama's chief marketing officer, comments: "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. 

"Our partnership with Mental Health Swims as part of this campaign is also an extension of our commitment to promoting well-being and mindfulness."

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