100 Layers of Creativity for Hilton

Brazen MENA

Vero Italian, facing declining footfall and revenue in Dubai’s competitive F&B scene, needed a creative breakthrough. With no extra budget, Brazen MENA crafted a bold PR strategy that introduced the 100 Layers Lasagna – a quirky, visually captivating dish. This disruptive concept was designed not just to capture attention but to revitalise Vero’s brand identity. Through strategic media outreach, influencer engagement and an immersive dining experience, the lasagna became a viral sensation, earning 30 clippings, reaching 10.6 million, and generating a PR value of $668,375. Footfall surged, bringing 200 new diners and AED 50,000 in incremental revenue. Media and influencers praised the dish as ”sublime,” with many eager to return. Vero Italian was also Highly Commended for Innovation of the Year at the Leaders in Hospitality Awards, solidifying its position in Dubai’s hyper-competitive dining scene. This campaign redefined Vero’s future, proving that bold ideas can transform brands.