/ case study

Eat the World DXB

To drive awareness around Eat the World DXB – the newest addition to the Dubai Food Festival line-up in 2016 – MCS Action in Dubai was contracted to provide holistic PR and social media support for the bespoke food truck and food trader event.


The Eat the World DXB food truck initiative saw a selection of London’s best food trucks and traders brought to Dubai for a unique, family-friendly weekend featuring local street food traders, top food products, celebrity chefs, live music and entertainment.


With more than 20,000 people attending the event over two and a half days, MCS Action’s successful two-month campaign included tactical PR execution and strategic social media management across four platforms: Facebook, Twitter, Instagram and Snapchat. In all communications activities – from traditional content placement and extensive media work to bespoke preview events – MCS Action delivered exciting, unique content to create ‘brand awareness’ and drive footfall to the event.


One of the stand-out activities conducted during the campaign was MCS Action’s idea of creating mini cardboard food trucks to send to media and influencers as event reminders. As planned, the novelty of the cardboard trucks saw the vast majority of media post images of themselves with the trucks on their own personal social media pages. Huge online traction was secured.


Across the eight-week lead up to the event, three-day event and post-event period, the campaign accrued a total Advertising Value of more than USD 600,000, while the event’s social media platforms – Facebook, Twitter, Instagram and Snapchat – reached 293,740 unique users in six weeks.


Such was the success of the campaign at raising awareness among the target audience of expat and Emirati families, the London vendors reported such brisk trade they immediately enquired about coming back the next year. And within only a few short months, MCS Action had already been awarded the 2017 event.


“Launching our first event in Dubai could have been daunting and extremely difficult (which it was…) but thankfully we hired MCS Action who conceived and executed a fantastic PR campaign that really helped us deliver a hugely successful event. On top of that Euan and the team supported and connected us in all sorts of ways over and above the brief and frankly Eat the World DXB could have been a very different story without them. If you’re looking for top notch PR support and an agency prepared to deliver over and above anything you throw at them then these are the guys to talk to.”

Philip Lowery – Founder, Eat the World DXB

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