WHERE FOOD LOVERS FEAST
launching taste festivals in Saudi arabia
Taste Festivals launched the inaugural Taste of the World, Riyadh in Saudi Arabia’s capital in 2019 - introducing a bespoke edition of the globally recognised culinary festival series to one of the region’s fastest-evolving entertainment markets.
The challenge was to successfully localise an international lifestyle IP for Saudi audiences while maintaining the premium positioning and global credibility of the Taste brand. More than a food festival, the event needed to establish itself as a culturally relevant lifestyle experience capable of resonating with Riyadh’s increasingly sophisticated and cosmopolitan audience.
F31 was appointed to lead the full marcomms campaign, with responsibility spanning PR and media relations, Arabic communications, influencer engagement, social media, digital content production, paid campaigns, website development and management, and live event production.
F31 developed and delivered a fully integrated communications campaign designed to position Taste of the World, Riyadh as a premium culinary and lifestyle destination within the Saudi events landscape.
Our approach blended international prestige with locally relevant storytelling - spotlighting the event’s world-class culinary line-up while ensuring the campaign felt authentic and culturally connected to Saudi audiences. Working closely with regional influencers, media, and content creators, we developed and distributed all campaign content in both English and Arabic across digital and social platforms.
Alongside campaign rollout, F31 developed the event look and feel, designed and managed the dual-language event website and delivered live event coverage throughout the festival weekend - capturing the atmosphere, culinary experiences, entertainment, and community moments that defined the event.
The result: a successful inaugural launch welcoming 14,000 visitors to Riyadh’s Digital City, helping establish Taste of the World as the region’s leading premium food and lifestyle experiences.
