Taste of Dubai 2025

Working with the UK Government’s GREAT Food and Drink campaign, Four were commissioned to create and deliver an integrated campaign at the three-day foodie festival Taste of Dubai 2025 to challenge perceptions, raise awareness and increase purchase intent of UK food and drink by 5% among expat foodies.

We designed and hosted a high‑profile branded stand at the three‑day festival, showcasing a GREAT chef ambassador and a suite of immersive, food‑led experiences. The stand featured bespoke branded collateral, interactive activities and a digital engagement mechanic, including an online survey that secured an impressive 800 completions, providing valuable insight into audience perceptions.

Across the event, we served 1,200 canapés and 1,200 cocktails, creating constant footfall and driving strong engagement with festival‑goers, while our team captured data, signposted content and supported conversations with key stakeholders. We also engaged directly with 287 journalists and influencers, ensuring widespread interest across lifestyle, trade and consumer media.

Working closely with partners, stakeholders and the British Embassy, we coordinated interviews and high‑level visits, including with Sarah Mooney, HMTC, and HM’s Ambassador Edward Hobart, whose attendance helped elevate the UK’s presence and credibility at the event.

Across the three days we reached 45,000 festival visitors, and secured strong digital traction, generating 20 online articles with an estimated 48.1k OTS and a 5.77M potential audience reach. Influencer and journalist attendees delivered a combined social reach of 1.7M, including a spontaneous live interview streamed by @sakis_live (14.7k reach), adding an extra real‑time boost.

Most importantly, the activation exceeded its core KPI, delivering a 12% uplift in brand awareness demonstrating clear, measurable impact and strong return on investment for the GREAT campaign.