Latest news with #TGPInternational
Campaign ME
5 days ago
- Business
- Campaign ME
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.
What's On
27-03-2025
- Entertainment
- What's On
Sweet tooth: A Festival of Cake is coming to Dubai
Dessert lovers assemble… There's a festival dedicated to cake and desserts coming to the UAE and the What's On team just might be the first people there… Expo City Dubai recently announced The Festival of Cake, which is to take place later this year. The sweet event will run from November 28 to December and is organised in collaboration with TGP International. Visitors to the festival will get the chance to experience an array of culinary experiences centred around sweets and pastries from across the world. Yum… Taking place at Expo City Dubai, the Festival of Cake, an extraordinary five-day, multi-sensory event promises a unique experience dedicated to the joy of baking, blending fun, education, and incredible handcrafted sweet treats. You'll be able to watch celebrity chefs, meet emerging bakers, try some delicious treats and and have a lot of fun with lots of baking activities, activations, competitions, entertainment and there's even a giant sprinkles pool. A highlight of the event is the Festival of Cake Bake-Off with a chance for everyone to showcase their baking talents on a global stage, so if you're a competent baker, this might be your chance… With some big names already confirmed—including Canadian baking sensation and TV host Anna Olson; Claire Clark MBE, a master pâtissier recognised as one of the world's top pastry chefs; Kimberly Lin, formerly of Claridge's and Dominique Ansel Bakery; and Markus Bohr of Harrods, the event is an unmissbale one for cake, dessert and confectionary lovers. The Festival of Cake could be Dubai's next big thing… There are lots of fun events taking place in the UAE this year, whether it's gigs you're into, musicals, or comedy. > Sign up for FREE to get exclusive updates that you are interested in
Khaleej Times
25-03-2025
- Entertainment
- Khaleej Times
Expo City Dubai is getting a Festival of Cake this year
Who doesn't love a good cake? We know we do. Which is why we'll be heading to Expo City Dubai this year for The Festival of Cake. Organised in collaboration with TGP International, the festival will run from November 28 to December 2 and centre around sweets and pastries from across the world. The five-day event will bring together amateur bakers, celebrity chefs, families, and cake lovers. It will feature bake-offs, dining experiences, celebrity chef appearances, baking and cake-themed activities, a giant sprinkles pool, entertainment, and competitions. With renowned names already confirmed—including Canadian baking sensation and TV host Anna Olson; Claire Clark MBE, a master pâtissier recognised as one of the world's top pastry chefs; Kimberly Lin, formerly of Claridge's and Dominique Ansel Bakery; and Markus Bohr of Harrods—the event is set to be the region's largest pastry and confectionery celebration. Amna Abulhoul, Executive Creative Director of Entertainment and Experiences at Expo City Dubai, said: "We are thrilled to launch our very own Festival of Cake. This festival is more than a celebration of dessert—it is a tribute to artistry, precision, and beauty. From the careful selection of ingredients to the intricate designs that transform cakes into edible masterpieces, it promises a feast for both the eyes and the palate." Simon Wright, Founder of TGP International, commented: 'As a global 360° hospitality agency, we constantly strive to create new and exciting F&B ventures that lead to unforgettable experiences for our customers. Our partnership with Expo City Dubai has allowed us to take our creativity and offerings to the next level. The Festival of Cake, with its diverse activities and strong international presence, is a testament to this successful collaboration, enabling us to bring a star-studded line-up of chefs and brands to the region.' Tickets will be on sale in September 2025.
