Umami's inception in 2016 was driven from our founder's frustration of having no dedicated F&B Comms agencies in Dubai. Since then, Umami has helped tell the story of some of the most important F&B brands in the region.
We have done this using a healthy mix of events and lobbying, while generating a consistent output of lifestyle, consumer, business and trade media coverage for our clients.
LAUNCH
In June of 2024 Umami worked to launch bkry in the vibrant Al Serkal Avenue in Al Quoz. A First Look was secured with Time Out Dubai, and with the attention garnered from this piece and the press release, What’s On Dubai and Cosmopolitan ME shortly followed and shared First Look reels on the venue as well.
An official launch event hosted selected VIPs including media and KOLs relevant for the brand, further increasing awareness of the new opening. The launch resulted in over 84 pieces of media and social media coverage with a reach of 12,572,904.
OPENING
In January of 2023 Umami worked with Tashas Group to launch Bungalo34 at Nikki Beach. A comprehensive media roll out, exclusive interviews and smartly pitched features for first looks & interiors garnered extensive Tier 1 media coverage. A successful media launch event - hosted with selected VIPs - ensured strong relations and gave Bungalo34 top visibility for opening in Dubai. Media coverage and circulation numbers were in the millions.
POSITIONING
& ACTIVATION
Since 2019, Umami has worked closely with Galaxy Bar, to further establish the bar’s position as a global premier cocktail destination through strategy creation, press office, regional and international media relations, awards lobbying, and reputation management. Additionally, Umami has supported with concept ideation and management for key annual events and selected guest shifts.
Umami played a pivotal role in facilitating the brand partnership between Galaxy Bar and the HOUSE of METAXA, making Galaxy Bar the first cocktail destination created in partnership with the brand globally. Building on this collaboration, the team also brought to life the renowned guest shift program “12 Stars,” which brought world-renowned star bartenders to Dubai, including Vasilis Kyritsis of The Clumsies (World’s 50 Best), Giacomo Giannotti of Paradiso Bar (World’s 50 Best), and many more, giving Galaxy Bar a comprehensive makeover each time to transport the guests to the visiting bar, differentiating it from other guest shifts.
Over the years, Umami has secured extensive coverage for Galaxy Bar in prestigious regional titles such as Condé Nast Traveller, Esquire Middle East and GQ Middle East, as well as secured broadcast coverage in prominent radio stations. Internationally, Umami secured coverage for Galaxy Bar’s recognitions and guest shift programs on 50 Best Stories, The Cocktail Service, Bar Magazine UK, Drink Magazine Asia, and more.
Additionally, to strengthen the bar’s precedence in the industry, Umami has supported the curation for over twelve guest shifts and events, as well as the introduction of the “Supernovas” entertainment series in 2024, contributing to the bar’s growth and establishment as a Dubai legacy destination.
PROFILING
In Q3 of 2022 we helped launch Jimmy Barrat’s concept Ergo by managing all of the media output for the venue and the man behind it. A strategically important play for us was to position Jimmy as an industry leader. Profiling him was very important to help build the Ergo brand and his own public persona.
6 key interviews across lifestyle, trade and consumer publications were earned over a 3 month window to raise Jimmy’s profile and solidify him as a pioneer in the public eye.
B2G
In November 2023, Umami collaborated with the Italian Trade Agency, the Embassy of Italy in the UAE, and the Consulate General of Italy in Dubai to promote the 8th edition of "the Week of Italian Cuisine in the World".
Given the short timeframe, UMAMI PR and Creative teams crafted and executed a comprehensive communication strategy across owned and earned media. The strategy included press office management, media relations, event support, social media coverage, and production for the Week’s events.
During this time, UMAMI profiled four high-level spokespeople, securing five exclusive broadcast interviews and two written features across Tier 1 English and Arabic publications. Additionally, the team invited and hosted key opinion leaders from the region, as well as tastemakers and influencers, at cultural events and corporate gatherings to enhance the exposure of Italian Cuisine Week and effectively convey its messaging.
The UMAMI team supported on ground at each event capturing content and live posting, ensuring that this occasion was being showcased on social channels, and with recap content to further push awareness around the Italian Trade Agency’s efforts in hosting these unique events.
BUSINESS
To kick off 2023, LPM Restaurant & Bar announced its hugely disruptive 4 day working week in Dubai and Abu Dhabi. With such a large industry story in hand we strategised a roll out that gave Bloomberg an exclusive for the story.
Key consumer and lifestyle media outlets in the GCC followed Bloomberg’s lead and - due to the business giant’s reach - the story went global with coverage earned in publications in Ireland, France, the UK, India and other markets.
In August 2024, following the government's announcement about the four-day workweek, we received media interview requests a year later, without any additional pitching—demonstrating the strength of our earlier communications.
BRAND COLLAB
In April 2024, UMAMI brought together two renown and much loved brands in the region, Miss Lily’s & Pitfire, to create a groundbreaking collaboration for all the foodies in Dubai!
UMAMI pitched and secured the collaboration with Pitfire and liaised between the two brands to plan and execute all aspects of the collaboration. A three day event took place at Pitfire in Dubai Hills, Miss Lily’s head chef, Richie and Pitfire’s founder, Michelle came together to create a limited edition menu that stole the hearts of all the foodies.
This collaboration brought great brand awareness to the two restaurants and generated excitement across the city. Additionally, it showcased the strength of a collaboration between two brands that share the immense potential of F&B collaborations, when ensuing for building individual brand awareness cohesive storytelling and highlighting both the collaboration’s and each venue’s individual identities.
B2B
In September 2022, UMAMI added UNOX, a renowned industry titan and the preferred choice of professional chefs, to its portfolio of clients. UNOX's primary objective was to increase its visibility in the GCC market. UMAMI's communications support extended beyond the conventional by highlighting UNOX's market leadership, facilitated by innovative and sustainable business practices. We also emphasised their focus on providing the best features and products for the rapidly growing hospitality industry in the Middle East.
Over the past six months, UMAMI successfully elevated UNOX's brand by showcasing its history, team, and latest accomplishments, generating a deeper public understanding of the brand.
STRATEGY
Over a year and a half of collaboration, UMAMI worked closely with Roberto's on their public relations strategy. UMAMI’s primary focus was to elevate the brand image and generate positive media coverage. We supported Roberto's in organizing and hosting several significant events, including the 10-year anniversary celebration, a successful brand collaboration with Acqua di Parma, the launch of Bar Scala, exclusive chef tables, and the relaunches of their brunches. These events were carefully planned and executed to attract key media, influencers, and tastemakers. In total, we successfully organized 14 events and welcomed over 308 guests at Roberto’s.
Overall, our collaboration with Roberto's was marked by successful event management, extensive media coverage, strategic influencer collaborations and hostings. Through our efforts, we effectively re-positioned Roberto's as a leading brand in the industry and created substantial communications around their offerings.
A total of 702 pieces of coverage were secured for Roberto’s with a reach of 2,232,953,301.
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