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This study aims to know the implementation of integrated marketing communication for special local food products by Micro, Small and Medium Enterprises (UMKM) in Lumpur Village, Gresik Sub-district, Gresik Regency. The study used three informants as research objects. They are from the owner of special local food Micro, Small and Medium Enterprises in Lumpur Village and supporting informants such as Lumpur village officials, cooperative agency, UMKM, industry and trade,and consumers. This study used descriptive qualitative method with primary data from the subject and the data analysis uses Miles and Huberman model. The result of the study explains the implementation of integrated marketing communication by special local food UMKM in Lumpur Village Gresik District Gresik Regency uses advertising strategy, sales promotion, events and experiences, public relations, direct marketing, and word of mouth. The effective strategies of integrated marketing communication for practitioners of special local food UMKM are the advertising and word of mouth strategy.