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.
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.
CHEFS COLLAB
Since 2019, Avli by Tashas has been a cornerstone of Greek cuisine in DIFC and one of Umami’s long-standing clients. In 2023, the venue sought to re-engage the Greek community and reclaim its status as the go-to destination for authentic Greek food in Dubai.
To achieve this, Umami supported in the curation of the Athenian Lunch, a limited-time offering in collaboration with renowned Greek celebrity chef Andreas Lagos. This initiative challenged Dubai’s typical party brunch scene, introducing a bi-weekly event that brought friends and families together to experience genuine Greek hospitality with live music. Complementing this was ‘Bakaliko,’ a special project that recreated a traditional Greek neighborhood store, offering guests in-house-made Greek staples like fresh dairy, cheese, jams, and preserves.
The activation garnered significant regional and international media coverage, including interviews with the chefs in top-tier publications and praise from key influential figures within the Greek community. The Athenian Lunch successfully attracted new Greek audiences, introduced them to the concept and was commended by the Greek Ambassador for its meaningful celebration of Greek traditions.
GCC LAUNCH
In November 2023, UMAMI demonstrated its expertise in curating and managing events by orchestrating a remarkable celebration for LPM Doha's One-Year Anniversary. The event aimed not only to mark the milestone but also to forge meaningful connections within the Doha community.
UMAMI compiled a guest list comprising top-tier media, industry professionals, and influential figures, successfully confirming the attendance of 93 individuals. This strategic approach led to the establishment of new relationships, further solidifying LPM's connection with its target audience.
Among the attendees were influential editors from renowned publications such as Harper’s Bazaar Qatar, QatarDay, Marhaba Guide Magazine, The Insider Post, LLQ Lifestyle, Oryx FM, Jamila Magazine, and Hia Wa Houwa. Additionally, key industry leaders from esteemed brands including Place Vendôme, Visit Qatar, and the Supreme Committee of Delivery & Legacy graced the event, enhancing the evening with their presence.
In total the event resulted in 104 pieces of social media coverage documenting the evening, reaching an impressive audience of over 2,972,571 individuals. The success of the anniversary celebration extended beyond the event itself, as UMAMI seamlessly connected with brand representatives eager to explore future collaborations with LPM Restaurant & Bar.
1 YEAR ANNIVERSARY
The UMAMI team were responsible for curating and managing a guestlist of media, influencers and VIPs for the grand event celebrating the 1 year anniversary of DREAM Encore.
VIPs, influentials, TV personalities, leaders of fashion and the Dubai business scene all attended - including a table dedicated for Netflix’s Dubai Bling cast. The event resulted in a large social media presence across many local celebrities, media and TV personalities accounts resulting in a total social media reach of 154,582,202.
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