To launch a brand-new concept in a crowded summer events calendar, Dodo Pizza needed press, broadcast, and social coverage that would reach families across the UAE. Over June and July 2026, PRHub secured coverage in a wide range of outlets, including Yahoo, The National, Time Out Dubai, Dubai Eye Radio, and Visit Dubai’s official DET platform.

Client

Dodo Pizza part of Dodo Brands, a global foodservice platform founded in 2011 with over 1,650 restaurants across 26 countries – ranked 6th among the world’s largest pizza chains and named by Bloomberg among the fastest-growing restaurant chains globally, with $1.8B+ revenue in 2025 (up 22% YoY).

Dodo Pizza UAE launched in January 2023 and now operates 13+ locations, with more openings planned for 2026 – including its Kids Pizza Academy in JLT, Dubai, a culinary edutainment space where children learn to make pizza through hands-on masterclasses. Its primary audience for this launch was parents and families across the UAE, alongside lifestyle, parenting, and F&B media.

Challenge

Dodo Pizza had to build awareness for an entirely new category of experience – a kids’ culinary academy – among several audiences at once: parenting and lifestyle press, F&B and hospitality trade media, radio and broadcast outlets, and family audiences on social media. The launch also had to stand out in a packed summer calendar of competing family activities across Dubai.

Solution

PRHub ran the campaign in two phases. In the opening phase, PRHub built a targeted media list of parenting, lifestyle, and F&B trade journalists, then drafted a bilingual (English and Arabic) press release announcing the academy’s opening, supported by statistics on the growing popularity of kids’ events across the UAE and MENA. Up to 20 of the region’s leading outlets were invited to the on-site opening, with PRHub managing on-ground media support throughout the event.

In the follow-up phase, PRHub secured additional reviews and interviews – fielding journalist questions directly to Dodo Pizza for response – and drafted a post-event release in English and Arabic covering how many masterclasses had been run, Dodo’s future plans for the academy, and research on how kids’ culinary events support children’s mental development and give parents a break.

Results

Across roughly two months of sustained activity (June-July 2026), Dodo Pizza’s Kids Academy earned strong, varied coverage across the UAE media landscape.

Key outcomes:

30+ confirmed placements across 18+ outlets, including Yahoo, The National, Time Out Dubai (featured twice), Dubai Eye Radio (two broadcast segments), Pennlive, MENA FN, QSR Magazine, and Hia Magazine, reaching an estimated 38 million+ people regionally – plus further global syndication reach through Yahoo’s network.
The on-site opening event drew coverage from up to 20 invited regional outlets, supported by on-ground media handling.
Dubai’s official tourism platform (Visit Dubai / DET) featured the academy across four separate family and kids’ activity articles.
One broadcast interview aired on Dubai Eye 103.8, reaching 7.7 million listeners.
Social amplification came through What’s On Dubai, Discover Dubai, and Connector’s Instagram and Facebook channels.
Additional coverage is in progress with MOJEH, Caterer Middle East, and a family spending feature with The National.

The campaign also strengthened Dodo Pizza’s visibility in Google search and AI discovery tools, positioning the Kids Academy as a go-to summer activity for Dubai families.