A Manchester brand communications agency has been appointed as PR and influencer partner for Maki & Ramen’s Northern Quarter restaurant – and their is free grub at the heart of it.
The brief will see Scoop lead an “Omotenashi” campaign for the site, as it looks to establish itself as a standout destination in one of the city’s busiest neighbourhoods.
Scoop said it will focus on delivering a culturally led campaign aimed at driving brand awareness and long-term customer loyalty, rather than short-term footfall.
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The appointment marks what Maki & Ramen describes as a strategic shift, moving beyond awareness towards building a distinct identity for its Northern Quarter location, centred on community, culture and repeat visits.
At the heart of the campaign is Omotenashi (おもてなし), the Japanese philosophy of selfless, wholehearted hospitality. As part of this, selected diners will have their bill completely covered at random, with no strings attached.
The initiative is designed to encourage return visits and build a loyal customer base, alongside increasing covers and media attention.
Kara Doyle, Client Services Director at Scoop, said: “Campaigns like this are where strategy and storytelling come together. Omotenashi isn’t a tactic, it’s a philosophy. Our role is to translate that in a way that resonates locally, builds emotional connection and gives people a genuine reason to come back week after week. We’re passionate about working with brands that want to show up differently in their communities and Maki and Ramen are exactly that.”
Becca Cuthbertson, Marketing Lead at Maki & Ramen said: “The Northern Quarter is built on individuality and culture, which makes it the perfect home for this campaign. Omotenashi is at the core of what we do and Scoop immediately understood how to bring that to life in a way that feels both authentic and impactful. The campaign created by Scoop is incredibly coherent and we can’t wait to work together to bring it to life.”
The campaign launched in March, with activity spanning media, influencer and community channels to build awareness in Manchester’s Northern Quarter and beyond.
The win adds to Scoop’s growing portfolio across hospitality, leisure, food and beverage and property, with clients including Popeyes® UK, Mission Mars, Select Residential, 200 Degrees and Museum of Illusions.
