HSBC host annual Ramadan client and partner events, which would usually be centred around Iftars and Suhoors, however, in 2020 we needed to engage these audiences from afar and connect with clients and partners digitally.
The TEC team created a Ramadan recipe series, which would be a celebration of the month of togetherness and family that tied into HSBC’s sustainability policy through working with chefs who believe in the same ethos and demonstrate that through their cooking.
We produced a 5-week recipe series and secured well known regional chefs who each have a different style of cooking to create themed menus.
The chefs and themes:
• International Cuisine – Zahra Abdalla (@cookingwithzahra)
• Best of Emirati – Sumaya Obaid (@sumaya_obaid)
• Waste Not Ramadan – Jesse Blake of Lowe DXB (@eatsbyblake)
• Something for the Kids – Lama Jammal Houssami of Mamalu Kitchen (@mamalukitchen)
• Sweets into Eid – Aysha AlObeidli (@chefaysha)
Working with the chefs we storyboarded, filmed and edited short videos to share with their own audiences, across the HSBC digital channels, the chef’s channels. In partnership with local radio station Dubai Eye, we also shared content with the wider community.
To engage with HSBC’s Corporate audiences, we curated the HSBC Corporate Series. This consisted of a succession of videos starring UAE leaders in food sustainability and food security.
The interviews were held with well-known Dubai Eye presenter Richard Dean and shared across LinkedIn, websites and partner channels, including the Dubai Eye network.
TEC identified and secured the speakers, these included:
Series 1 – International Center for Biosaline Agriculture, Dr. Henda Mahmoudi, Plant Physiologist, Dr. Tarifa Alzaabi, Acting Director General and Ms. Seta Tutundjian, Director of Programs.
Series 2 – Ignacio Ramirez, Managing Director of Winnow Solutions
Series 3 – Tariq Sanad, Chief Financial Officer of Pure Harvest