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.
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.
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.
KSA - PANEL DISCUSSION
In September 2024, UMAMI supported UNOX Arabia in organizing an exclusive panel discussion in Riyadh, focused on the F&B sector's contribution to Saudi Arabia’s tech industry, with an emphasis on investment, innovation, and growth.
The panel aimed to spark insightful discussions and foster support within the F&B industry, with a focus on the role of Artificial Intelligence and its alignment with Saudi Arabia’s Vision 2030.
The featured panelists secured by Umami included Abdallah Kassis, General Manager at UNOX Arabia, Fadi Serhal, Country Business Director at Pret A Manger, Ghazi Ghorayeb, Chief Operating Officer at Yakoon International Hospitality Company,
Nawaf Alrumaihi, Executive Head Chef at Crepes Des Alpes, and Patti Radzichovska, Corporate Pastry Chef at Arabian Food Corporation. Anna Beekman from Umami Comms served as the event's MC, expertly guiding the conversation and contributing to its dynamic atmosphere.
The event provided valuable networking opportunities, gathering professionals from renowned organizations such as Four Seasons Hotel Riyadh, Elite Chefs, and Global Gourmet Hospitality. Attendees had the chance to connect, exchange insights, and explore potential future collaborations.
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