Wing Wing

Launching a new Korean restaurant concept in the UK


Develop a launch strategy and execution for Korean concept restaurant, Wing Wing – inspired by the chicken and beer joints of Korea and their offspring on New York’s Lower East Side.


As a new player in the UK restaurant market, the response began by establishing a multi-channel launch strategy that encompassed always-on social across all major platforms with a focus on Instagram, influencer programmes, events, and out of home media.

Tapping into the burgeoning global appetite for Chimaek, we developed a brand TOV that was visually arresting, provocative and most importantly fun, that would capture the audience and create an identity that would represent the brand’s hyperreal homage to K-Pop.


A bespoke launch strategy and execution, spanning 300 brand assets for social, multiple influencer ‘Lord of the Wings’ events, and ‘Wings Worth Fighting For’ – an out of home campaign that capitalised on the brands newly acquired real estate next-door to competitor, Nandos.

The brand experienced a 430 % uplift on social, generated over 10% of all bookings through social to their restaurants in London and built an engaged network of Wing Wing and Chimaek fans across the world.