To connect with an affluent, young and urban consumer, we formed a partnership between the National Theatre’s production of The Curious Incident of the Dog in the Night-Time and Wagamama, the popular and design-focused Japanese restaurant chain.

The one month of activity saw the play’s artwork prominently positioned on 400,000 placemats across all London and South East restaurants, directly targeting each and every Wagamama customer.

The partnership gave Wagamama patrons the chance to win a weekend break to see the production by entering an exclusive competition. To promote the opportunity Wagamama supported the partnership by sending a dedicated email to their UK database and by running a series of social media competitions to give away copies of Mark Haddon’s best-selling book to maximise exposure.

Have a look below at how the partnership rolled out in restaurants throughout the South.