RECIPE FOR CHANGE

ARLA - RECIPE FOR CHANGE (Case Study) | Campaign In the midst of a prolonged conflict that has caused countless families to flee their homes in Lebanon, Puck has launched its Recipe for Change campaign to empower and support Lebanese mothers and families by offering a sustainable source of financial support while celebrating Lebanon’s rich culinary heritage during Ramadan. Puck, under Arla Foods, has collaborated with Dubai Cares, renowned food critic Anthony Rahayel, creative agency FP7 McCann, production companies Craft and Tres Content, MCN’s Current Global for PR and No Garlic No Onion (NGNO) to bring this Recipe for Change campaign to life. Recipe for Change is not just a Ramadan campaign. It aims to create an innovative economic model that transforms treasured mum-created, family recipes into market-ready products, which global and local chefs can proudly feature on their menus, while offering proceeds from the sale of those products for a just cause. The initiative has taken six recipes of traditional home-cooked dishes, crafted by Lebanese mothers, to the menus of leading Lebanese restaurants across the UAE and KSA, including Abdelwahab, Safadi, Habib Beirut, Kaak Al Manara, Mosaic, Karam Beirut, and Manaret Beirut in the Middle East, to feature these heartfelt dishes worldwide and connecting Lebanese expats and diners directly to the legacy of these mothers. As part of this initiative, 50 per cent of the proceeds from each dish sold in the UAE will be donated to support affected Lebanese families. Featured recipes include: - Amani’s Special Spinach Fatayer; - Feryal’s Special Kibbet Batata, - Nada’s Special Macaroni B Crème; - Vivianne’s Special Mahalabia, - Ibtihaj’s Special Zenkoul, and - Fidaa’s Special Cheese Ma’amoul … each a cherished family tradition that tells a story of resilience and hope. By enjoying these meals, diners join a movement to rebuild lives, one recipe at a time. Ghida Amhaz, Senior Brand Manager and Campaign Lead at Puck, “Lebanese cuisine is more than just food; it’s about honouring our roots while embracing modernity, staying true to our values, roots, culture, and the stories passed down through generations.” Amhaz adds, “At Puck, our purpose goes beyond products, it’s about creating meaningful impact in the communities we serve. ‘Recipe for Change’ is our commitment to celebrating heritage while empowering families with economic opportunities for a better future. This programme isn’t just about support; it’s about embracing our roots, celebrating resilience, ensuring the love for Lebanese cuisine continues to thrive for generations to come.” The collaboration with Anthony Rahayel, whose passion for Lebanese food and culture, helped connect these women to renowned restaurants across the UAE, will also see Awani Restaurant in KSA adding these special dishes to their menu, ensuring the stories reach a wider audience beyond the UAE. Credits: - Client: Arla Foods - Creative Lead Agency: FP7 McCann - Production Company: Craft/ Tres Content - Initiative Partner: NGNO (No Garlic No Onion) - PR: Current Global/ MCN