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Marugame Udon UK

Launching Japan's favourite udon kitchen to the UK market.

Two colorful bowls of noodle soup topped with vegetables and meatballs are set on a blue table with chopsticks and a pink spoon. Two small plates of takoyaki are on the side, surrounded by pink cherry blossom flowers.

Marugame Udon

8.6 Million

Impressions in 2024

37500

Organic social audience

27%

Increase in organic ER

4

Years of partnership

Bringing Japanese tradition to the UK.

The first of its kind, Marugame Udon, the world’s largest udon noodle chain, entered the UK in July 2021 with its first European restaurant on Middlesex Street, London. We’ve supported the Marugame team from beginning to end, starting with the launch in the UK market. Creating a fully integrated campaign that made noise and drove queues from day one.

Social & Paid: Pre-launch teasers, geo-targeted ads, and punchy video content introduced the open kitchen, handmade noodles, and unbeatable value (£3.45 bowls).

Instore: From selfie screens to custom tray liners, we infused the brand into every guest touchpoint.

Digital Engagement: AR filters, giveaways, and loyalty sign-ups via the “Marugame Club” built a digital community from the start and a website that brings Japanese tradition to your doorstep.

Slurrrrping up success.

We’ve helped Marugame Udon build a standout UK presence by crafting a playful, culturally aware brand voice across organic social, think Japanese tradition and hospitality meets UK wit.

From cherry blossom season with AR filters, a Japan trip giveaway, festive karaoke campaigns and anime-inspired content, we’ve tapped into moments that matter.

Whether it’s behind-the-scenes noodle pulls or reactive memes about Tube delays, every post builds community, drives footfall, and keeps Marugame top of mind.

The result? A loyal, growing audience who don’t just follow the brand, they live it.

A woman smiles and clasps her hands joyfully at a restaurant table, with bowls of food in front of her. A man beside her, wearing a green cap, is focused on his meal. The setting appears casual and lively.
A peach-colored background with the text "Multi channel campaigns" at the top, a large black number "20" in the center, and a large, light gray upward-right arrow in the bottom left corner.
A bowl of udon noodles topped with chopped green onions sits beneath bold text reading “Three simple ingredients” on a red background, with a note about the noodles' chewy texture and a price tag starting at £4.95.
Text on a peach background reads: "Global training platform" at the top, a large black number "1" below, and "built from the ground up" at the bottom.
A woman with curly hair smiles while eating noodles with chopsticks from a bowl, sitting at a table in a restaurant with a blurred street scene visible through the window behind her.
Black background with white text reading "Years on partnership" and a large number "9." Below, 15 white circles are arranged in a staggered, ascending pattern, resembling a staircase or growth chart.
Close-up of a person eating thick noodles with chopsticks, with overlaid text reading "Win a trip to Japan" and "#SlurpOff" promoting a contest called The Great British Slurp Off.
Black graphic with white text reading "High profile branding projects", a large number "30" in the center, horizontal tick marks on the left, and a large gray arrow pointing up and right in the bottom right corner.
A smartphone displays an udon restaurant invitation, featuring a bowl of noodles graphic and text offering free udon during grand opening week. The phone lies on a background of uncooked udon noodles.
A vibrant food display with fried chicken, vegetables, and crispy toppings arranged in a clear cup filled with layered noodles and sauce, set against a bright blue sky background.
A restaurant sign shows a woman smiling at a bowl of udon noodles. Text reads: "Your new daily ritual. Enjoy our delicious udon noodles, made fresh throughout the day." A button below says, "Explore our menus.
Five smartphone screens show Japanese udon noodles. Images include steaming bowls of noodles, a chef preparing a dish, and hands using chopsticks. Bold text highlights customization and fresh garnishes. Red and cream colors dominate the design.
A series of five promotional images features people enjoying noodle dishes and text promoting cold udon salads and summer deals, with close-ups of food and cheerful diners in bright, inviting settings.
A bowl of colorful noodle salad with vegetables and crispy toppings sits on a wooden table. White text above reads, "Noodle on all summer long.
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