Why PR Must Sync With Supply Chains Now
Because when a TikTok post can crash servers, clear shelves, and bend global trade patterns—we’re no longer in the business of communications.
When you think of influencer marketing, you picture product hauls, trending sounds, and likes pouring in by the second. What you don’t expect is a regional pistachio shortage, a global supply chain shake-up, and retailers left scrambling to find stock. But that’s exactly what happened when a chocolate bar from Dubai went viral on TikTok.
This is not a cautionary tale about marketing gone wrong. It’s a wake-up call about PR and supply chain needing to move in sync. And in the UAE and Saudi Arabia, where social commerce is booming, that alignment could make or break a brand.
The FIX Chocolatier Phenomenon
In late 2023, FIX Chocolatier—a boutique Dubai-based brand—introduced the “Dubai Chocolate” bar, filled with pistachio cream and knafeh pastry. A single influencer video showing the gooey, textured treat quickly amassed over 80 million views on TikTok.
The impact? Deliveroo crashed as over 30,000 people attempted to place an order within one hour. Pistachio demand spiked. Global media picked it up. And suddenly, a local brand had triggered a supply chain ripple effect felt across borders.
The Numbers Don’t Lie
According to Statista, UAE influencer marketing spend is projected to reach $1.32 billion by 2026, growing at approximately 9.82% annually. Saudi Arabia isn’t far behind, as 73% of Gen Z consumers in the Kingdom say social media influences their purchases. In the GCC overall, the market is expected to hit $86M by 2028.
This means that demand spikes from social-led campaigns are no longer rare—they’re becoming the norm. But while PR and influencer teams obsess over reach, engagement, and earned media, very few are talking about the supply systems needed to support success.
PR and Ops: The Unexpected Power Couple
Here’s the core issue: PR campaigns are built to generate demand. But without supply chain readiness, that demand can outpace delivery, lead to customer dissatisfaction, and worse—open the door to counterfeits, resellers, and copycats.
That’s exactly what FIX faced. Imitation bars flooded regional markets. Black-market resellers charged up to $100 a bar. And yet, the brand’s team had no immediate retail network or scalable distribution plan in place to meet the newfound demand.
If PR had been aligned with logistics from the start, FIX could have gone from viral to market-dominant overnight.
Why This Matters in the Gulf
The Middle East isn’t just a fast-growing consumer market—it’s a trend incubator. The UAE boasts 99% internet penetration, and social media users actually exceed the national population. In Saudi Arabia, influencer endorsements are now as trusted as traditional advertising.
In such a landscape, the moment an influencer campaign takes off, real-world systems need to react instantly. If they don’t, consumers will turn to alternatives, get frustrated by delivery delays, or assume the hype was hollow.
Three Ways PR Leaders Can Get Ahead
- Embed Supply Chain Thinking in Campaign Planning
Don’t wait for virality to ask, “Can we deliver this at scale?”. Ask it at the creative briefing. Work hand-in-hand with logistics and distribution teams to build a “Viral Readiness Framework”. - Use Scarcity Intentionally—Not Accidentally
Brands love using FOMO. But when scarcity is unplanned, it leads to chaos. FIX could have controlled the drop cycle, communicated clearly, and used it as a PR advantage, not a crisis. - Train Influencers as Ecosystem Partners
Influencers are no longer just content creators—they’re market triggers. Brief them like stakeholders. Align on what happens if the product goes viral: when it drops, how it’s fulfilled, and how you’ll scale if needed.
The New Role of PR in 2025
In today’s landscape, PR doesn’t stop at press hits or influencer buzz. It must evolve into a systems-thinking discipline that touches logistics, inventory, and forecasting.
PR can no longer afford to celebrate viral wins without asking the question: “Can our business model handle this attention?”
Because when a TikTok post can crash servers, clear shelves, and bend global trade patterns—we’re no longer in the business of communications.
We’re in the business of real-world outcomes.
