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.
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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
Umami’s collaboration with Tashas Group in October 2023 for the launch of the Flamingo Collection in Abu Dhabi, and the group's new bar Perlage, marked a significant milestone in the UAE's hospitality scene. The strategic campaign introduced seven new offerings and menus across four lifestyle concepts.
Key highlights of the collaboration include organizing two first looks leading to significant editorial coverage with three features and continuous support for The Flamingo Collection with What’s On, as well as an editorial feature with Esquire Middle East for Perlage. Umami also secured four interviews/features for key spokespeople, further amplifying the group's presence and message in the market.
The team strategically engaged 68 tastemakers and key opinion leaders in an unprecedented dining experience incorporating all four venues
and a new menu presentation.
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Umami also planned and executed two major events: the welcoming party of the Michelin Food Festival at African Lounge, hosting 80 awarded chefs from around the Emirates and the world, further positioning the venue as a must-visit culinary destination. The team also organized an evening launch event for Perlage with over 70 attendees, featuring key profiles from major industries in the capital.
Umami’s efforts resulted in extensive organic coverage exceeding 72 million in reach in top-tier lifestyle, F&B, and trade publications.
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.
360 LAUNCH
The launch party saw the participation of top-tier media outlets, spanning Luxury, Lifestyle, and F&B publications. Notable publications included Harper’s Bazaar Arabia, BBC Good Food, Economy Middle East, Caterer Middle East, Gheir Arabia, MOJEH Middle East and Grazia Middle East. The guest list featured key VIPs, celebrities, and influencers, including prominent figures like @stylecov, @farhanabodi, and @thebloomingman. High-profile attendees included Francesca Dell’Apa from the Italian Consulate in Dubai, Julien Casini (Head of Region Marketing at Cartier GCC), and Sandra Sawaya (Head of PR of Christian Dior), among others.
PRESS TRIP
In July 2024, Umami organized an exclusive press trip to LPM Mykonos for three prominent UAE media outlets. This trip provided a unique opportunity for the editors to immerse themselves in the meticulous process behind curating LPM's wine list, perfectly timed with the launch of LPM’s bespoke rosé label in collaboration with Domaine Figuière. Set against the backdrop of the newly opened LPM Mykonos, the press trip offered a series of carefully curated experiences, including a private winery visit, a catamaran excursion, and a luxurious helicopter ride to a Santorini winery.
The itinerary highlighted LPM’s offerings in a personalised and engaging manner with the presence of Andrea Fasan, LPM’s Global Head Sommelier & Wine Buyer who shared his expertise on wine curation and the bespoke rosé label, deepening the editors’ appreciation of LPM’s approach to wine and dining.
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The activation led to extensive media coverage: What’s On featured LPM Mykonos in their Dubai and Abu Dhabi print issues, Condé Nast Traveller ME published a standalone article exclusively on LPM Mykonos, and FACT Magazine dedicated coverage to LPM across their regional editions in Dubai, Abu Dhabi, London, and Riyadh. The combination of personalized interactions, expert insights, and luxurious activities not only left a lasting impression on the editors but also successfully elevated LPM Mykonos' profile in the region.​
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