To turn this weakness into a strength, Storygraphs crafted a campaign focused on transparency. The “Anybody Can Be an Inspector” campaign took off with the prelaunch of “Book of Some Serious Facts” which took customers on a visual journey of the food safety practices followed at AL Taza Kitchens, where readers could scan the QR code and be redirected to videos of each steps, and finally inviting customers to visit and experience the kitchens for hygiene. This initiative was amplified through influencer campaigns, which communicated Al Taza’s SOPs from the initial purchase of meat to the transportation of marinated meat from the central kitchen. The campaign was further reinforced with the slogan, “If Shawarma, Only Al Taza.” The campaign led to sales spikes even during an industry-wide hygiene crisis, proving the effectiveness of Al Taza’s brand positioning.