The group, which has more than 100 restaurants worldwide, is trying to connect with its youth market, according to Ingrid Williamson, Wagamama marketing co-ordinator. ‘It is targeting students and young people, but anyone can enter,’ she says.
The campaign has been conceived by PR and marketing agency The Lounge Group, which specialises in marketing initiatives aimed at the under-35s.
Williamson says the brand strategy exercise will prove a ‘creative challenge’ to competition entrants, whose responses must reflect the restaurant chain’s ‘cultural needs’ and also ‘be reflective’ of the brand. A formal brief is currently being developed for entrants, and the competition will launch in October.
The winning uniform for the UK will be selected from a shortlist by Wagamama restaurant staff.
According to Williamson, if the competition is successful the uniform may be rolled out to other countries, where appropriate. There is a possibility, too, of addressing other design challenges by competitions. ‘Hypothetically, we can explore menus and graphics [in this way] if it’s a success,’ she says.