In early April 2025, Hussein Hakim, general manager of Al Abdalla Restaurants, a popular Lebanese fast-food chain renowned for its charcoal-grilled chicken, was confronted with an unexpected challenge after launching a humorous advertising campaign. The campaign capitalized on Lebanese sarcasm to position the brand as the authentic and superior choice in a crowded market. Then a new competitor emerged, publicly embracing the advertising campaign to divert customers’ attention. This manoeuvre raised concerns that it could affect brand positioning and cause customer confusion. Alongside the campaign director, Hakim had to evaluate the company’s options.
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