PR
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.
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.
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.
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.
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.
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.
VIP EVENT HOSTING
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.
LAUNCH
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.
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.
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.
