The campaign aims to build relationships with new customers and provide the foundation of future CRM activity to develop targeted communications.

The “incentive-based” campaign is a departure from Wagamama’s traditionally promotion and discount-based marketing and has been developed by integrated agency start-up Albert.

In the first phase of the campaign the restaurant brand will visit 12 UK university campuses and serve more than 8,000 portions of Wagamama noodles on site.

In a bid to drive traffic to local restaurants, Wagamama is also offering customers prizes that can only be redeemed in store.

Wagamama could later extend the campaign to further locations such as festivals.

Wagamama is also using smartphone technology and QR codes within the experiential activity to drive interaction with the brand.

The experiential activity will be supported and promoted by a social media push on Facebook and Twitter.

Wagamama’s owner Lion Capital is reported to be in talks to sell the chain to Duke Street Capital for £215m – more than double what it paid for the chain.