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Marketing Wagamama Public Relations

Wagamama launches Katsumama with creative agency Mox


By Naomi Taylor | Client Services Manager

September 28, 2017 | 2 min read

Wagamama is set to launch its latest youth campaign Katsumama, with London based creative agency Mox.

Mox has created a student strong, social campaign to coincide with National Katsu Curry Day and freshers’ week. The campaign aims to engage students throughout the week with a bold and playful video featuring Wagamama’s new figurehead ‘Katsumama’.

National Katsu Curry Day

Katsumama is offering students who have hit freedom too hard her Ultimate Hangover Cure giveaway, playing into the hands of freshers. Mox wanted to create a character for Wagamama; one who can own their conversations with students and put a stamp in the ground that Wagamama's really cares for its student audience.

Joss Bynoe, head of brand at Wagamama, believes that the campaign will help to strengthen its existing relationship with the youth audience and that Mox was the right agency to guide them: “Wagamama is a popular choice with students, strengthening our relationship with this audience through engaging social content and creating memorable experiences in our restaurants is more important than ever insight suggested students value our wholesome fresh food and generous portion sizes.


"Working with the bright new agency Mox, we created a fun social video celebrating National Katsu Curry Day (28 September), right in the middle of fresher season. It’s vital we selected an agency who really understand students and youth trends. The unique video features a quirky new character called ‘Katsumama’ that really resonates with this group."

Matt Bolton, creative director at Mox, believes as a brand the most important aspect of youth marketing is not to take yourself too seriously, stating that if you “dilute the message, or try and play it safe with this market, they'll see straight through it. That's why we gave them our eccentric new Katsumama! A loving, mad Mum away from Mum.”

Mox is a new creative agency set out to connect brands to culture across every consumer touchpoint.

Marketing Wagamama Public Relations

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