A new UK-wide promotional campaign is taking Wasabi's latest Flaming Korean Fire Chicken offering on the road, into restaurants and onto supermarket shelves.
At the heart of the campaign is an experiential firetruck tour, rolling into London, Manchester, and Leeds this September and kicking off at Reuters Plaza, Canary Wharf on 23rd September.
Crowds were treated to 1,000 free bowls of the fiery dish, alongside interactive challenges including a Hot or Not button, fuelling social-first moments designed for maximum shareability.
Each stop on the tour will serve up to 1,000 free bowls, giving thousands the chance to sample Wasabi’s spiciest creation for free.
The launch showcases Wasabi’s Flaming Korean Fire Chicken: tender chicken coated in the brand’s signature fire sauce with red peppers and crisp Asian slaw, served with rice.
Designed for spice enthusiasts, the dish is now heating up Wasabi restaurants nationwide and landing on shelves including Sainsbury’s, Morrisons, Tesco, and Co-op.
Henry Birts, Chief Executive Officer at Wasabi, comments: “Our Flaming Korean Fire Chicken is our spiciest creation yet, packed with heat and flavour that’s fun to try.
This is a full 360 launch - experiential at its core...
The firetruck tour is a great way for fans to get a taste, take on the challenge, and enjoy a little fiery fun with friends.”
The UK’s love of spice is on the rise, with recent Kalsec research showing that 65 per cent of consumers are eating hotter foods than a year ago, highlighting the perfect cultural backdrop for Wasabi’s most daring product yet.
Conceptualised and executed by The Fitting Room (TFR), the agency curated and delivered the full campaign strategy, creative and experiential development, and talent partnerships.
Charlotte Mair, TFR founder and managing director, says: “This is a full 360 launch - experiential at its core, backed by retail and restaurant rollouts that ensure consumers can engage with the product wherever they are.
The firetruck activation taps into the cultural appetite for playful, social-first experiences while reinforcing Wasabi’s position as a brand willing to go bigger, hotter, and braver.”
