Tamkeen: the FoodTech Challenge’s second edition

Rethinking food for the future through the relaunch of the FoodTech Challenge 


Tamkeen is an Abu Dhabi company focused on supporting the growth of the Emirate’s knowledge economy. The FoodTech Challenge is a joint project between the Ministry of Climate Change & Environment (MoCCAE) and Tamkeen LLC, for innovative foodtech solutions in support of the UAE’s 2051 National Food Security Strategy.

01 The Challenge

We were selected by Tamkeen to relaunch the FoodTech Challenge as it entered its second edition in a post-COVID world. Rethinking food for the future, the FoodTech Challenge is a global competition that seeks next-gen solutions, across the value chain, to strengthen food security across two critical tracks – food production and food loss and waste.

FGS Global deployed a suite of tools across paid, earned, and owned media to amplify the competition to potential participants and wider ecosystem stakeholders and to drive impact across each stage of the competition – including the launch, submissions, shortlist, finalists, and awards ceremony.
Suite of tools used
  • Advisory & Strategy
  • Research & Analysis
  • Insights & Measurement
  • Products & Tech
  • Brand & Experiences
  • CX & Transformation
  • Campaigns & Media
  • Creative & Production
02 Advisory & Strategy

A 360° communications strategy, incorporating a revitalized approach to digital media and paid campaigns

Our team of senior advisors across digital, social, paid, and traditional communications developed communications and digital strategies that covered each milestone moment of the competition, including the local and international launch, submissions period, shortlist, finalists, and awards ceremony.

The 360° strategies were developed to build global awareness on the outsized impact of the FoodTech Challenge and its place within the UAE’s strategy to address food security through innovation and collaboration.

The strategies also sought to build awareness of Tamkeen in terms of media awareness, brand equity, thought leadership, and social presence.

03 Campaigns & Media

A multi-phased campaign drove submissions, exceeded targets, and engaged influential global audiences

Our campaign objectives were to reach and engage global agtech start-ups, drive submissions, and affirm the competition’s role as a key avenue for the UAE to achieve its ambitious Food Security Strategy. These were achieved through relaunching the FoodTech Challenge’s social media channels and executing a tiered paid promotion plan, supplemented by organic/always-on social activity.

04 Creative & Production

Narrating a compelling story for the second edition of the FoodTech Challenge, from beginning to end

Our creative team produced a diverse variety of material, ranging from static visuals, to captivating animations and trailer videos that helped bring together a compelling story for the second edition of the FoodTech Challenge. 

The wide array of content delivered also included a nine-episode FoodTech Talks series that featured stakeholders from a range of backgrounds, who shared their experiences and vision for food security. 

Amplifying the FoodTech Challenge and driving impact

Our impact

  • 52%

    increase in submissions from the first edition

  • 9

    FoodTech Talks videos produced

  • 20.6M

    paid social media impressions

  • 124K

    ad clicks

  • 2.2M

    video views

Saudi Green Initiative

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