Dubai, 14th May 2018
M&C Saatchi PR’s UAE team has recently started working with Discovery Networks MENA, including the Middle East’s leading food network, Fatafeat.
In the lead up to The Holy Month of Ramadan, the team were briefed to drive awareness of the network’s innovative line-up of content on and offline and, in response, developed a programme designed to take Fatafeat back to its roots as “the only place to celebrate Ramadan”.
As part of the activity, 15 top tier Arabic media and influencers were invited to Culinary Boutique in Jumeirah 1, where they undertook a cooking masterclass with renowned celebrity chef and ‘Queen of the Arabic kitchen’, Chef Manal Al Alem. After tasting the most incredible, authentic desserts from the chef’s new show – including an-out-of-this-world Baklava – guests were treated to a wellness discussion from brand new talent, life coach Leila Almaeena, to inspire their cooking and lifestyle choices during the Holy Month.
To ensure the campaign wasn’t limited to consumer-facing only activity and as part of a wider press office function, B2B interviews with Discovery Network MENA’s head of content were set-up with trade media. The interviews discussed how, as a traditionally on-screen channel, the Fatafeat story has been extended off-screen for a young, digitally-savvy audience and, with that, the variety of opportunities the multi-platform network can now offer to brands and advertisers.