U Mobile has partnered with the Malaysia International Gourmet Festival (MIGF) 2013 as the official mobile service provider, from August until October.
As part of its U Food campaign, it is targeting all food enthusiasts who connect over great food and enjoy discovering new cuisines and restaurants, besides openly sharing their pictures, thoughts and reviews of food.
Jasmine Lee, director of marketing, U Mobile, told A+M, U Mobile aims to build strong branding through a corporate sponsorship program revolving around good food.
"U Mobile is delighted to be the conduit between MIGF and everyday Malaysians through online sharing and postings on the prestigious culinary event and bringing the event experience closer to consumers."
The U Food campaign will be promoted via digital and social media mainly Facebook, Instagram, direct communications with customers and also engagement with food bloggers.
Throughout the campaign, an online contest is held from 26 August until 6 September where fans just need to post a photo of their most delicious recommendations of the featured food on the U Food Facebook page (www.facebook.com/umobilenomnom), including the hashtags #ufood and #myumobile.
The photo with the most "likes" will stand a chance to win the Taste MIGF booklets and token.
U Mobile will also be setting up a special booth at the MIGF in October.
MIGF is an annual fine dining festival held from 1 to 31 October, which features chefs from local restaurants.