Turning Wasabi’s biggest promotion into one seamless campaign

Wasabi launched its biggest ever grocery promotion, the chance to win £8, £88 or £888 on pack across major UK retailers. Nice mechanic. Big ambition. Inspired by Lunar New Year and the lucky power of the number eight, this was about celebrating generosity, good fortune and reconnecting with its Camden beginnings.
The real brief? Take a supermarket promo and give it a social life. Make it feel culturally current. Generous. Shareable.

Working as one team with RCP and Unfinished, all part of the Not Normal Group, we turned Camden Market into a live expression of the campaign. Creator Max Balegde, known for his spontaneous public surprises, handed out traditional red envelopes to unsuspecting passers by, capturing genuine reactions and joyful chaos.

Directed by Aimee Cleaver and set against a bold Wasabi “Wonder Wall” installation, the activation became a living, breathing extension of the on-pack mechanic. We led live action production, creator talent integration, installation and post, creating fast, flexible content designed to move naturally across YouTube, Meta and TikTok.

The result? Running for 12 weeks, Lucky Dinners became Wasabi’s biggest grocery campaign to date. It delivered 1.5 million video views in its first two weeks, proving a smart retail idea can travel well when you give it energy, culture and a bit of street luck.

A fully integrated Not Normal Group effort. Creative, production and media pulling in the same direction.

all things: built to take it beyond the shelf