How Wingmans turn wings into winning content

Wingmans began life as a street food concept, quickly earning a reputation for some of the best wings in London. Founded by Ben Ford and Ed Farrell, the brand has grown from its food truck roots into award-winning restaurants known for bold flavours, inventive dishes, and a lively, social atmosphere. Their menu puts wings centre stage, served with creativity and flair, and has helped Wingmans build a loyal following that stretches well beyond London.

At the heart of the brand is a love of food that feels fun, shareable, and just a little bit indulgent. From crispy Korean-style wings to messy, sauce-drenched platters, Wingmans has always been about creating dishes that people want to talk about—and photograph—just as much as they want to eat.

To capture that spirit online, Wingmans have worked with creators who know how to bring the brand to life on social. Whether it’s through close-up food shots, behind-the-scenes kitchen content, or the energy of a night out in one of their restaurants, creators have helped showcase the vibrancy and personality of Wingmans in ways that feel authentic and true to the brand.

This creator-led approach has helped the brand connect with new audiences, generate excitement around menu launches, and sustain the word-of-mouth energy that has been key to their growth. By leaning into user-generated content, Wingmans have been able to extend the experience beyond the restaurant, turning flavour-packed food moments into content that resonates with fans and followers alike.

For Wingmans, creators aren’t just another marketing channel—they’re an essential part of how the brand continues to grow its community, both online and in person.