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- From kitchen experiments to a national product presence
- Turning a personal profile into a marketing engine
- The stunt that sparked rapid follower growth
- Traction: followers, impressions and viral moments
- How content choices translated to business impact
- Lessons for consumer packaged goods on social platforms
- What Hayati plans next on social and retail
When Yasmine Borno introduced Hayati, a premium za’atar brand, she had more than a spice to sell. She needed trust, attention and a story that cut through noise. With little ad spend, Borno turned to short videos and personal storytelling to make za’atar familiar to new U.S. audiences.
From kitchen experiments to a national product presence
Borno, a Palestinian-American founder with food-industry experience, launched Hayati in April 2025. The brand moved quickly from idea to sales across several channels.
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- Direct-to-consumer website
- Amazon and TikTok Shop
- Selective independent retailers in the U.S.
Her aim was straightforward: use authenticity and simple recipes to build credibility for a spice many Americans had not tried.
Turning a personal profile into a marketing engine
Instead of outsourcing content, Borno became the visible face of Hayati online. She blended cooking tips with short, entertaining clips.
- Educational posts explaining za’atar and its uses
- Recipes that invite trial
- Low-cost videos shot and edited by Borno
Her background at companies like Thrive Market helped her shape content that felt both trustworthy and accessible.
The stunt that sparked rapid follower growth
Borno launched a recurring Instagram stunt that played on deliberately odd uses of za’atar. She framed each short video as a new day of misusing the spice, then pivoted to show better ways to cook with it.
Early clips included playful experiments, like sprinkling the blend on popcorn or pairing it with cheese. The format combined humor, curiosity and food hacks in an easy-to-replicate package.
Why the series worked
- Clear, repeatable hook that viewers recognized
- Short, shareable formats ideal for reels
- Calls to action that invited suggestions from followers
- A mix of entertainment and quick education
Consistency and simplicity turned novelty videos into reliable traffic and product trials.
Traction: followers, impressions and viral moments
The campaign moved Hayati from a few thousand followers to tens of thousands in weeks. A handful of viral posts amplified reach dramatically.
- Follower growth from 5,000 to 15,000 in under three weeks
- Later totals topped 20,000 followers
- Millions of impressions across Instagram at the viral peak
Notable reposts from high-profile users gave additional momentum and social proof.
How content choices translated to business impact
Borno used the content to educate buyers and steer them toward sampling the spice. She deliberately referenced Hayati’s name meaning and cultural roots to build authenticity.
Hayati means “my life” in Arabic, and Borno frames the brand as sharing her food heritage. Many videos invite viewers to request the next recipe, which fuels ongoing engagement.
Rather than immediately turning viral clips into paid ads, she experimented with repurposing footage and changing overlays to reach new viewers.
Lessons for consumer packaged goods on social platforms
Experts say the modern social landscape demands flexible, real-time content plans. One consultant noted that brands face an audience whose intent varies constantly.
- Consumers show different needs throughout the day.
- Short spikes from “hacks” don’t always build long-term relevance.
- Repeatable formats and a nimble content stack are increasingly vital.
Brands that can deploy rapid, tailored creative have an edge over those that wait to react after something goes viral.
What Hayati plans next on social and retail
Borno intends to keep the recurring series going because follower demand remains high. She continues to refine which ingredients and dish types perform best.
- Doubling down on cheese and comfort-food recipes that reliably engage viewers
- Repurposing top-performing clips with fresh edits
- Maintaining direct engagement by asking followers what to make next
As the brand grows, Borno treats follower count as more than vanity. It functions as social proof that helps open doors with retailers and consumers alike.
