Wagamama asked us to launch their new vegan kids menu - but there was a fine line between advocating veganism for kids (not the aim) and making parents aware of the options available at Wagamama, across the UK.
We created The Wagamama Top 25 – the 25 foods that all kids should eat before they hit 12, to help them expand their palates and joy of food, both now - and as they grow up. It was all about experimentation.
GOSH nutritionist Bahee van de Bor curated our top 25 list and supported the campaign as a highly credible
Following a media onslaught we worked with parenting influencers to create their own content as they put the dishes to the test with their own kids.
Coverage achieved across national, parenting, lifestyle and vegan media.
82% of coverage included a link and web traffic increased by 3.5%.
Instagram engagement rate of 2.5% achieved.