Action Global Communications has been reappointed as the PR partner for two of its former clients: Joe & The Juice and Sarood Hospitality.
The communications agency, which has a long history of working across hospitality and lifestyle sectors, will manage communications for both brands as they continue to expand their local footprint and presence. The dual appointment marks a return for two companies that have previously worked with Action.
Joe & The Juice, the Denmark-born café and juice bar brand, first entered the UAE market three years ago with Action supporting its initial launch communications. The brand has since expanded to 27 outlets across the Emirates. Under the new remit, Action will assist the brand’s upcoming phase of growth, which includes new store openings and broader market engagement.
Sarood Hospitality, a Dubai-owned group that operates five homegrown restaurant concepts – The Bolt Hole, The Duck Hook, Hillhouse Brasserie, The Noodle House and Trattoria – has also reappointed Action following a previous collaboration between 2016 and 2021. The agency will manage corporate communications for the group while supporting individual brand activity, particularly for The Noodle House and Trattoria.
Camilla d’Abo, Managing Director UAE at Action Global Communications, commenting on the reappointment, said, “We know F&B is an incredibly competitive sector, yet we understand these brands intimately and believe we have the ingredients to create culinary magic for Joe & the Juice and Sarood Hospitality over the coming years.”
The account wins of the two former clients adds to the broader Action broader hospitality portfolio, which includes work with operators such as Waldorf Astoria DIFC and Palm Jumeirah, IHG Hotels & Resorts, and Al Ghurair Investment, Embassy Suites by Hilton Business Bay and Hilton Garden Inn. The agency also handles communications for the Dubai Department of Economy and Tourism (DET), supporting initiatives linked to the emirate’s gastronomy industry, F&B venues and stakeholders.
