Wagamama has enlisted social media prankster Niko Omilana to connect with students across the nation by offering them new and exclusive content and offers.
Having previously run for Mayor of London in 2021, the Japanese restaurant chain will make Omilana the president of its ‘noodle union’, which is said to be a ‘safe and inclusive space’ that will provide students with more discounts and events all year round.
“During his time in the presidential hot seat, Niko believes in creating a nation fuelled by steaming ramen and katsu curry with his key policy being to nourish the student population,” Wagamama added.
The campaign will include a series of meet ups as well as a variety of social media content activations. The brand will also give students the opportunity to benefit from a variety prizes, including a pair of limited-edition golden chopsticks that will unlock £300 worth of free Japanese dishes.
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“I’ve broken into KSI’s boxing ring, I’ve pranked the most racist man in America but to date my greatest achievement will be leading the student nation towards katsu and noodle nourishment during fresher’s week and beyond, as I announce my presidency of the wagamama noodle union,” Omilana said.
The news comes a week after a study by influencer marketing platform Room Unlocked found that 61% of the UK public cannot relate to influencers and find them ‘disingenuous’.
Wagamama senior brand manager, Max Simons-Dukes, added: “We know the current climate is challenging for university students, which is why providing them with real value is at the heart of this campaign. And who better to collaborate with on this, than Niko Omilana, the first ever President of our wagamama noodle union.”
