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Ymakan created the first ever Middle Eastern Pastry and Baking championship 2 years in a row, from concept, to delivery, including a HORECA focused regional media campaign. It was a 12-month project which included: concept, registration process, microsite creation, sourcing, selection and management of all participants, judges, videographers, photographers, chef and participant interviews, media sourcing & negotiation, booking and management invitations, championship rules, championship recipe creation, sponsorship sales and management, awards ceremony, locations. Videos available on request.

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We organised from concept to delivery a networking gala dinner event and new product launch for approx. 120 guests for the worlds leading yeast supplier Lesaffre. The objective was update their current MENA buyers on the launch of their new Saf Instant product range and App, plus bring their global senior management teams together. Our work included full organization and negotiations to source and manage, entertainment, audio, videography, photography, VP’s and senior management scripts and presentations, branding design and all staff and their MENA region key customers/buyers. Plus, promote their retail product across social media.

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Ymakan worked with the Almond Board of Australia to provide, manage and train Ymakan promoters on their company profile and products for a 5-day event at the Gulfood Trade Show. Due to Covid restrictions the team at Almond Board of Australia were unable to travel to the UAE for the event. Ymakan sourced, negotiated, and managed the activation of the stand to delivery, including set up, collection of the collaterals from the printers on day one, made sure the QR code files and the Almond Board of Australia guide copies were placed on both guest and welcome tables and removed at the end of the day, along with making sure the clients virtual experience was set up on the screens at the start of each day. During the 5 days the Ymakan promoters managed the stand, customer enquiries and sending the client all potential leads.

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Vega Foods Singapore were unable to attend their 10th year of the Gulfood Trade Show 2021, due to Covid restrictions. Ymakan quickly stepped in to help them with the 5-day show, sourcing and negotiating with suppliers and interviewing skilled promotors who we then trained on the Vega Foods product range. We set up and managed the stand including branding, suppliers, ensuring the stand was visually appealing in line with Vega Foods standards and brand guidelines. Carefully sourced sales promotors held business conversations and pitched Vega Foods product selection to potential clients daily, during the show. The objective was to collect leads from potential interested international customers, plus set up ‘live link’ business meetings with the Vega Foods team in Singapore during the show. All administration work and interested contacts were provided daily direct to Vega Foods so they could start the follow ups. Post show feedback was that Vega Foods felt the show was a success and that they had gained more contact information that they were expecting even with the lack of footfall in this first show since opening up after covid lockdown.

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Ymakan and Biotiful Dairy partnered in 2018, with the objective to optimise and grow sales throughout the region. All the major retailers are now supplied directly via their respective UK consolidators. Since then, and even in the midst of the pandemic, they have realised a 416% growth in turnover, launched more than 18 new products and increased sales into all GCC countries, becoming one of the leading Kefir brands. These successes have come as a direct result of various brand activations, including in-store samplings, promotions, special positioning such as gondola end displays, and NPD launches, which have also resulted in increased store distribution. In the UAE alone, the product’s store distribution increased by 250% in just a year.

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