M&C Saatchi Public Relations UAE celebrates The Holy Month of Ramadan with Fatafeat

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
consumerfacing 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.