ICCA Dubai

International Centre for Culinary Arts (ICCA) Dubai is a world class culinary centre, delivering programmes recognised by City & Guilds. 

They spoke to us about their challenges and how recognition of their training from City & Guilds has helped them to promote a new way of delivering culinary education.

The challenge

ICCA wanted to reach a wider audience to raise awareness, inform and educate young people in the MENA region on culinary skills and took steps to devise an innovative online learning platform to provide them with an insight into the culinary arts.

The solution

The Fatafeat ICCA Academy Online is an initiative between the food channel Fatafeat (a member of the Discovery Network) and ICCA Dubai. The model is brings together Television Media and an online platform to effectively deliver certified culinary education, allowing learners to develop their skills through enrolling on, and completing, a certified Home Skills – Culinary Education course.

Fatafeat is part of Discovery Communications, the Middle East’s First and Only Arab free to air food channel. Broadcasting to approximately 55 million TV households in 21 Arabic speaking countries across the Middle East and North Africa, Fatafeat offers the best in creative, delicious and innovative culinary ideas from a talented team of local and international chefs to inspire and entertain the entire family.

The result

Promotion via Fatafeat and the Discovery Network enabled ICCA to reach a huge audience of 55 million people, offering them a unique insight into culinary careers. The promotion drove over 4,000 learners to sign up to the course. The programme received the award of “Best Digital Initiative of the Year” at the ASBU BroadcastPro Awards 2016.