Schar, an Italian brand with over 100 years of history, has become a pioneer in its category by establishing a presence in the lives of people with gluten sensitivity through various gluten-free food products. As part of localization efforts, the brand, which was moving its production activities to Turkey, aimed to break the foreign brand perception established in the target audience with a new communication campaign. The implemented initiatives quickly led to increases in follower and interaction numbers in social media communication, positively impacting loyalty.