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Generating student loyalty through the reintroduction of Wagamama's noodle union, a sub-brand specifically designed to cater for the student audience.

Introducing the President of the Noodle Union.

To build awareness and credibility of the noodle union, we relaunched with a social campaign, electing Niko Omilana (an aspirational influencer who famously ran for London Mayor) as the ‘President of the Noodle Union’. 

Niko provided us with national social reach; we leveraged his cult following and communicated with students through his tone of voice to ensure comms were authentic and engaging.

We managed all elements of the influencer campaign including in-house content creation in H2 ‘22 (content shared across wagamama owned channels, Niko’s channels and paid social).