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Puck

Selfless Shelves

DESCRIPTION
As the economic crisis in Lebanon continues, women have been severely impacted and are facing a 63% increase in unemployment. For their main source of income, those living in rural areas have turned to the Lebanese tradition of making “Mouneh,” preserved food often stored in repurposed jars. Arla food brand Puck stepped in to support these women by giving them the resources and space to support their homegrown entrepreneurial efforts. Puck invited them to use its own kitchen in Beirut, certified to industry food safety standards, and provided them with thousands of their own repurposed and sanitized jars to fill with their family recipes. The women then placed personalized labels on the jars, which were then sold from a very special place—Puck’s own “Selfless Shelves” space in Carrefour stores across the country. The campaign also extended online, where Puck sold the Mouneh across the Middle East.
Truth Well Told: With “Selfless Shelves,” Puck helped Lebanese women turn their home-cooking tradition into a revenue stream that boosted their income by 300%. The idea continues to grow as hundreds more join the program. It does good for the environment as well by giving 19% of Puck jars a second life.
CLIENT
Arla
BRAND
Puck
REGION
MENA
CATEGORY
Brand Experience & Activation
Creative Business Transformation
Creative Commerce
Direct
Media
Sustainable Development Goals
Titanium
INDUSTRY
FMCG
AGENCIES
FP7 McCann Dubai