Crisis management: Creating a brand that defies gravity, in a crisis-prone category.

Case Study

Crisis management: Creating a brand that defies gravity, in a crisis-prone category.

Our Role

Strategic consulting, digital campaigns, on-ground activations, influencer collabs.

Arabic food in Kerala was typically seen as street food made in unhygienic conditions, often prepared roadside and exposed to dust.

Context

Al Taza was founded in 2017 with a simple mission: to serve the tastiest shawarmas prepared in the most hygienic way possible. The vision was clear—to create a “McDonald’s of Shawarmas” in Kerala. By 2019, Al Taza had rapidly expanded to 8 outlets, winning the love and loyalty of shawarma lovers across the state. However, the brand belonged to a fast-growing but vulnerable category. Every time a food safety–related issue surfaced in Kerala, the entire category’s sales took a hit. Even for brands like Al Taza that followed the strictest food safety practices and despite implementing uncompromising standards, business was still being affected by this perception crisis.

Task assigned to Storygraphs

Storygraphs was tasked with countering this challenge, restoring consumer confidence, and positioning Al Taza as the category counterpoint – the brand that stood apart for its transparency and trust.

The Communication Strategy

Educate

We began by making Al Taza’s food safety practices visible and relatable to customers.

Book of Serious Facts:

A detailed coffee table book showcasing the protocols followed at Al Taza kitchens, from sourcing to serving was placed at all Al Taza stores. Readers could scan QR codes in the book to watch videos of each step in action, making the process transparent and credible to customers who came to enjoy an Al Taza Shawarma.

“Raid is Good” Campaign:

During a wave of food raids across Kerala, we reframed the narrative. Instead of fearing inspections, Al Taza welcomed them – by releasing a social media campaign, supporting and highlighting that food raids ensured industry standards remained high. The message was clear: Al Taza has nothing to hide.

Activate

To build active customer involvement and deeper trust, we launched: Every Customer Is a Food Inspector: An open invitation for customers to step into Al Taza kitchens, observe the hygiene measures firsthand, and experience full transparency. This campaign promoted via influencers and across social media platforms, transformed skepticism into empowerment, turning customers into brand advocates.

Amplify

The trust message was then taken to the masses through a mix of entertainment and virality: “Safe Alle” Viral Ad: Released in theatres alongside the blockbuster Empuraan, the ad reinforced Al Taza’s safety-first positioning in a humorous and relatable way. The timing, tied to the movie’s massive success, amplified the campaign’s reach and cultural relevance across Kerala.

The Impact

The campaigns not only helped Al Taza maintain sales during periods of heightened food safety concerns but also strengthened its market position. Transparency became its defining strength, and the message—“If Shawarma, Only Al Taza”—was cemented in the minds of consumers. By turning fear into trust and skepticism into pride, Al Taza successfully became the counterpoint in its category, proving that food safety and taste can go hand in hand.

Achievements unleashed:

Increase in Followers on Social Media

0 %

Boost in daily sales amidst a crisis

0 %

Shawarmas sold every minute

Stores across Kerala

Case Study