ABELA & CO.

THE BRIEF

THE STORY.

Abela and Co is a UAE-based company specialising in food service management across an exceptionally broad portfolio — corporate dining, industrial catering, educational facilities, hospitality venues, healthcare institutions, oil and gas operations, F&B retail management, banqueting, outdoor events and support services. The diversity of their operations presented a genuine content challenge: how do you build a unified social presence for a brand whose day-to-day work spans school canteens and offshore platforms in equal measure? That is exactly the problem Grassroots was brought in to solve. We handle all of Abela's social media channels, including Facebook, Instagram, TikTok and LinkedIn, with a tailored approach for each platform that respects the different audience expectations and content formats involved. Our scope covers quarterly and yearly strategies designed to align tightly with their evolving business goals, from talent acquisition campaigns on LinkedIn through to community-focused storytelling on Instagram and trend-driven short-form content on TikTok. Each quarter we present a refreshed strategy deck built around upcoming business priorities, seasonal opportunities and performance insights drawn from the previous period. We then move into production — coordinating on-site shoots at their facilities, designing branded templates for recurring content series and drafting copy that maintains a consistent yet adaptable tone of voice across every division. The result is a social media operation that reflects the true scale and professionalism of Abela and Co without requiring them to build an in-house digital team from scratch. We function as an integral extension of their marketing department, embedded deeply enough to understand their culture and responsive enough to move at the speed their business demands.