/ case study

homegrown@souk launch

ClientSouk Madinat
Office Action Russia
Client Souk Madinat
Office Action Russia


To drive additional footfall to Souk Madinat Jumeirah during weekends and encourage residents and visitors alike to explore more of what the retail destination had to offer, the management created a week-long food-oriented event in consultation with Action. The inaugural Homegrown@Souk provided an eco-friendly food festival during the first quarter of 2020 with a schedule of masterclasses, tasting sessions, two farmers’ markets, and Souk Restaurant Week. Action was appointed to gain media and influencer coverage pre- and during the event, to influence attendance throughout.


Action devised a multi-platform approach which incorporated traditional media and influencer activity. Working with the client, we supported the crafting of the master narrative which was utilized for all marketing collateral and drafting media announcements.  Other activities conducted by Action included:

  • Press Release: Crafted editorial highlighted all the key elements included, strategic PR consul on the masterclass accessibility, retained wider positioning for Souk Madinat Jumeirah
  • Media/ influencer hosting: Liaised with third parties to build and manage an evolving schedule of media and influencer hosting across the Farmers’ markets, masterclasses and Souk Restaurant Week, held through the entire eco-friendly food festival  
  • Evolved editorial: With the second VeggiTech Farmers’ market restructured, updated communications were drafted and deployed across multiple platforms including social, traditional media and radio


  • 77 clippings in the UAE
  • Scoring US$619,869 in AVE Value and $1,859,606 in PR value, and with a total circulation of 60,529,704

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