Atteline PR - Right Farm Image A
Atteline PR - Right Farm Image B

Right Farm

Launch in the UAE

THE BRIEF

Right Farm is an agriculture technology (AgriTech) startup based in the UAE that is focused on transforming the food supply chain using technology. They tasked us with raising brand awareness around sustainability, a topic that continues to be essential in such a young market. Specifically, they are market leaders for sustainable agriculture from distribution to waste management to recycling. And, with this said, sustainable agriculture has continued to be a challenging subject in the region due to the UAE’s need to import products for its growing population. 

THE DELIVERY

With Right Farm we identified this gap in the market and aimed to reinforce Right Farm’s know-how by advocating for change in the agriculture landscape for a better future. With Right Farm’s technology being one of the first of its kind, getting the brand name out there as a trusted, thought leader required a strategic media plan. Atteline executed the UAE strategy through key interviews, strategic partnerships, and expert commentary. We started with business news around their pre-seed funding and then went into the storytelling of the advanced technology being used to help the circular economy. We executed this by securing tier-A interview features and podcasts for the CEO in a number of high-profile publications, including Khaleej Times, Gulf News, The National, Arab News, Wamda, Gulf Intelligence, Gulf Business, MSN, and more. We found there was a huge appetite for this type of technology as the country was looking for solutions. 

THE OUTCOME

The strategy was highly successful and the numbers back it up.

  • Build brand awareness -We saw coverage circulation of over 1.8 billion, we got our brand in front of new audiences. We saw a total PR value of over USD $560,000 in one month when we announced the seed funding.
  • Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate. 
  • Strong regional coverage, partnerships and new business – The strategy was highly effective with follow-up interviews with regional business and trade titles (both English and Arabic) such as Arabian Business, Khaleej Times, Gulf News, The National, Gulf Intelligence, Gulf Business, and Arab News.