Wonderhood Makers Announces Partnership with Numan

Wonderhood Makers, the social and content arm of Wonderhood Studios, has partnered with Numan, marked by the launch of the first wave of collaborative work that went live this month.

The launch of Numan’s ‘Buffet Boy Is Everywhere’ campaign marks the character’s first fully integrated rollout, following his first appearance in June 2025. Spanning TV, national out-of-home, social vignettes, and radio, the campaign brings to life the constant presence of temptation and the challenge of staying focused when forming new habits. It also serves as the first creative expression of the partnership, with Wonderhood Makers supporting via a series of social films.

George Alleston, senior account director at Wonderhood Makers, said, “We’re delighted to be partnering with Numan, bringing a typically Makers approach that combines ambition and craft to amplify a strong idea for online audiences. At a critical moment for the sector, we’re excited to help Numan realise the full potential of their social activity.”

Remy Gavin-Le Fevre, brand director at Numan, said, “January is flooded with health messaging that frames willpower as the problem. We wanted to challenge that by treating cravings as something tangible, understandable and manageable. When people are supported with the right tools and habits they’re far better placed to make lasting change - and our partnership with Wonderhood Makers is just the beginning of how we plan to show that.”

As part of the partnership, Wonderhood Makers has secured a social retainer launching in January, marking a major step in Numan’s brand evolution. The agency will provide social strategy, while also leading the management and delivery of all organic and campaign social activity across each platform, in addition to continued social-first creative for Numan’s ATL campaigns. This end-to-end remit ensures a fully integrated, always-on social ecosystem that amplifies Numan’s brand voice and drives sustained growth.