Spinneys Abu Dhabi event partnerships

Spinneys Abu Dhabi built its marketing around activations at other people's events rather than ad films: Etihad Arena, the Abu Dhabi Formula One weekend, Steve Harvey's 'Open Fire' show and an Oktoberfest with Paulaner at the Beach Rotana, plus tastings, mixology classes and a branch-by-branch influencer roster.

The brief

Abu Dhabi shoppers, reached by Spinneys through the city's events and local influencers instead of conventional ads.

The idea

Spinneys Abu Dhabi supplied and branded activations at Etihad Arena, the Formula One weekend, Steve Harvey's show and an Oktoberfest run with Paulaner, plus tastings and influencers chosen branch by branch.

What to borrow

A grocer can earn presence at a city's biggest events by stocking them, letting supply partnerships do the job of media.

Brand	Spinneys UAE
Agency	Not named on the source
Talent	Not named
Channels	on-ground, social, in-store
Source	Campaign Middle East