Challenging the sharks — and winning the plate.

The challenge

Sushique set out to compete in the Beqaa region against established sushi heavyweights. Breaking into a market dominated by recognized names is one of the hardest jobs in F&B: people trust what they already know, and a newcomer has to earn both attention and appetite. The task was to make Sushique impossible to ignore, then convert that attention into diners who come back.

The approach

We led with intrigue. Instead of claiming Sushique was the best, we let the audience decide — challenging a locally recognized, people's-favorite sushi expert to a head-to-head taste test. The content was engineered to travel: the challenge format hooked viewers, sparked debate, and drove people to try the sushi themselves so they could have an opinion. Curiosity became foot traffic; foot traffic became loyalty.

The results

The challenge video went viral, and the effect was tangible: people actually came in to taste the sushi, and many became regular customers. On the strength of the right strategy, Sushique grew into one of the leading sushi names in the Beqaa, standing shoulder to shoulder with the big names it once looked up to.

More work