Food Focus Dubai 2.0

DFRE's brief was crisp: deepen edition one's success (211 submitters in 2023) into a sharper, street-food-led second edition that aligned thematically with Ramadan, widened reach through DET's restaurant partner network, and drove footfall to the Beach Canteen — DFF's flagship outdoor activation in its 10th-anniversary year.

From GPP's own pitch deck: "Building on the success of last year's competition highlighting the variety of Dubai's cultures, cuisines, and culinary experiences." Two cost variants; one bilingual rollout; every public-facing piece in EN + AR with DET sign-off.

The submission period coincided exactly with Ramadan, so the campaign had to lean into suhoor/late-night food culture without alienating non-Muslim foodies — the brief language was reframed accordingly. Edition one's 211 submitters set a stretch target; the bar was raised by widening the window and joining forces with DET's owned channels.

DET retained sign-off on every public asset — visuals, captions, video reels, image selection, signage — adding multiple feedback loops to a tight timeline. Production handover to BRAG was pulled earlier into the design loop to maximise the Beach Canteen footprint. Every piece shipped in English and Arabic.