4 days ago
Seed & Bloom Community Café shares rollout, success of brand launch campaign
Seed & Bloom Community Café, a homegrown brand, has shared details about its brand launch, activation and influencer campaign with Campaign Middle East.
The campaign leaned into a multi-channel strategy to create awareness about its launch, introduce a novel concept to the market, and catalyse foot traffic to the debut venue.
The homegrown F&B concept in Abu Dhabi built its brand identity around mindful living, sustainable design and exceptional artisanal food, hoping to build brand love and loyalty through a nurturing space for connection and community engagement.
View this post on Instagram
A post shared by Foode 🇦🇪 Essa Ali (@
Stakeholders involved in the Seed & Bloom launch campaign
The brand launch and activation campaign was brought to life in partnership with TGP International, which was responsible for concept and brand development, interior design and ongoing oversight of operations, marketing, events, PR, and advertising for Seed & Bloom. The brand is now entirely operated and managed by TGP International.
Meanwhile, Katch International was tasked with generating media coverage for the venue and coordinating influencer visits during the opening phase.
Me:Mo provided auxiliary marketing support during the three-month launch period, including content creation and social media management.
Pyong Sumaria handled the photography for F&B and social, while Gavriil Papadiotis handled photography for the interior design elements.
The campaign ran for a duration of eight weeks from 5 March to 5 May, 2025.
Objectives and rollout of the campaign
In conversation with Campaign Middle East, the brand revealed that the main objectives of the campaign included:
Introducing the brand to the market and establish its identity and brand values;
Driving initial traffic to the venue and revenue through F&B sales;
Attracting media and influencers to discover and experience the brand;
Generating bookings for workshops and classes;
Growing social media platforms and engagement; and
Achieving positive early-stage Google Reviews ratings.
The brand primarily looked to reach a targeted audience of families, Emiratis, local communities, as well as family-focused influencers.
As a result, the campaign was rolled out through social media, traditional public relations and media outreach, community events, influencer marketing and through its website.
The campaign unfolded in three distinct phases, starting with early awareness efforts before progressing into targeted media and influencer engagements, and then culminating in highly community-focused activations of workshops and activities, which set the direction for the venue's ongoing programme of experiences offered to its guests.
Pre-launch awareness
Ahead of its March 2025 opening, the team laid the groundwork for targeted brand awareness. Bilingual press materials were shared with regional media, and first-look exclusives were pitched to trusted lifestyle outlets.
Regional publications featured Seed & Bloom before its launch, drawing attention to the design details and menu highlights. Fact Magazine called it 'a space for cakes, classes and coffee in equal measure,' capturing the layered intent behind the concept.
This early presence established media recognition and positioned the brand as experience-led from the outset.
Launch coverage
The launch campaign brought together select content creators to engage their audiences with original, immersive storytelling. Influencers including Alia Alhosani, Amal Ismail, Lana Kaati and Sister's Diary covered their visits through Reels and stories.
Through detailed concept briefing and on-the-ground collaboration with these individuals, content focused on the concept's craftsmanship, interiors and the sense of calm the space offered.
Time Out Abu Dhabi's walkthrough reel highlighted the café's botanical interiors and pastry selection. A similar walkthrough on TikTok added another strong stream of content. Secret Abu Dhabi's video looked at the sustainability story and the space's distinctive tone.
View this post on Instagram
A post shared by @gardensplazaad
Combined, these videos received more than 80,000 views across platforms. The narrative was picked up by early visitors who began posting their own stories, photos and reels, which helped build an important layer of community-generated content within days of launch.
Community event
Seed & Bloom also hosted a dedicated 'A Blooming Beginning' event the weekend following its launch, inviting local families, creatives and lifestyle voices to experience the café through workshops, live music and community moments.
The day featured a mix of hands-on activities including flower arranging, painting, and interactive culinary stations, with a focus on creating moments families could enjoy together.
Attendees included Shania Rosario, Leen Melthem and Arpita Soni who captured impressions of the space that went beyond food. From floral focaccia to slow mornings on the terrace, the content reflected a sense of discovery that aligned with the brand's personality.
Finally, a café in Abu Dhabi that feels like home—warm, personal and proud of where it comes from.
— Experience Abu Dhabi
The event extended the reach of the campaign into the local community and created additional stories that positioned the brand as part of the neighbourhood.
Post-launch momentum
In the months following the launch, Seed & Bloom continued to receive editorial coverage in What's On Abu Dhabi, BBC Good Food, Curly Tales and Experience Abu Dhabi.
These pieces moved the narrative forward by spotlighting the café's evolving programme of events and workshops, including sourdough classes, sustainability pop-ups and creative gatherings.
Freshly baked pastries, earthy interiors and a warm welcome—Seed & Bloom is one of Abu Dhabi's most exciting new openings.
— Curly Tales
Reviews on Tripadvisor consistently cited the ambience, service and quality of food, reinforcing the messages shared in media and influencer content. The café maintains a full 5.0 rating.
Success metrics of the Seed & Bloom campaign
Since its launch, Seed & Bloom Café Abu Dhabi has carved out a clear identity in the city's evolving café scene.
