East Asian-inspired restaurant chain Wagamama is launching what it is calling the “biggest campaign” in its 33-year history, forming what it hopes will be a “bold culture shift.”

Named ‘Food is life’, the hospitality firm’s new brand platform will be built around the belief that “food is more than fuel”, and that it can play a vital role in connection, comfort, creativity, and culture.

Devised by London-based indie creative agency Breaks, ‘Food is life’ will kicked off with a new omnichannel campaign titled ‘Wagamama when’, which aims to showcase the different real-life moments in which the restaurant chain can play a role in people’s lives.

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“Food is Life is at the heart of Wagamama, it represents fresh, innovative dishes as well as the relaxed and friendly environment it is served. In a world that often moves too fast, we’re championing food as a source of connection, creativity and care,” said Wagamama CMO, Emma Colquhoun.

“With ‘Wagamama when’, we’re celebrating those real, everyday moments when food brings people together. This is a bold new chapter for us, one that reflects not just what’s on the plate, but the role we play in other people’s lives,” she added.

With media planning and buying handled by Goodstuff, the nationwide campaign and new brand platform launch marks the most “powerful” moment for Wagamama since its London inception in 1992.