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.
AWARENESS
Since 2018, UMAMI has worked closely with La Petite Maison in Dubai, Abu Dhabi, and, more recently, Doha (since 2023). Building on this successful partnership, UMAMI was entrusted with managing the communications for La Petite Maison Riyadh in the Kingdom of Saudi Arabia, establishing UMAMI as the LPM Middle East agency.
To start the collaboration, throughout the holy month of Ramadan, UMAMI achieved remarkable exposure securing more than 60 pieces of coverage in the Kingdom across a diverse array of esteemed key publications. Noteworthy mentions included Vogue Arabia, Grazia Middle East, Destination KSA, Eye of Riyadh, Time Out Riyadh, Arab News, and numerous others.
This extensive coverage propelled UMAMI's message to a vast audience, with
a combined circulation exceeding an impressive 7,801,980.
UMAMI also curated an exclusive Ramadan preview dinner with top-tier publications in KSA. This activation served as a way for UMAMI to forge connections with editors and influential figures in the region. Through this strategic activation, UMAMI established the groundwork for lasting partnerships within the Kingdom.
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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