Puck's "Selfless Shelves" was a ground-breaking retail activation, that was a heartwarming brand experience for consumers. With the insight that Lebanese women are making mouneh (preserved food) as a means of income after the economic meltdown, Puck supported them by providing them with its own resources. The women filled sanitised and repurposed Puck jars with their recipes, which were sold from a very special place - Puck's shelf-space in Carrefour stores across the country. This created a jar economy built on sustainability, and was the first time an international dairy brand put the needs of its consumers above its own.

Described by the World Bank as one of the top 3 most severe global crises since 1850, the ongoing Lebanese economic crisis reached its peak in 2019 and has devastated the country, shutting the doors of thousands of businesses and leaving millions unemployed in its wake. Lebanese women have been hit especially hard, as they are twice as likely to be jobless in comparison to men, according to UN Women. This has led to millions of women looking for alternative means of income, in order to support their loved ones. As a result, many women in the rural parts of the country have turned to making and selling mouneh from their homes, with their immediate communities serving as their customer base. Mouneh refers to handmade preserved foods, usually stored in glass jars, and includes everything from pickles to jams. It is popular in Lebanon, with most kitchens having a jar or two of their favorite creations stored in the cupboard.

Puck is a proud ally of all mothers, a brand that shows appreciation and support for those with the most important job in the world. So in light of the recent Lebanese economic meltdown, the brand felt obligated to help the large number of unemployed women in the country. Many of these women have created small businesses as a means of bringing in income for their families. So Puck set out to boost the sales of those businesses that make and sell preserved foods, in their communities, with a campaign that would have long-lasting impact, with the potential to grow in the future, one that champions sustainability while putting the needs of the women above the brand. The objectives were +1 billion reach and +200 coverage.

Lastly, the campaign would need to inspire the nation to unite in its support of the project and the women.

After the economic meltdown, rural Lebanese women were making and selling mouneh in their communities to generate income. So Puck decided to grow their customer base, and their sales.The dairy brand donated thousands of sanitised and repurposed glass jars, for the project. Women were invited to the 100% hygienic Puck kitchen to cook their mouneh and fill the jars, which were packaged with handwritten notes and distributed to Carrefour stores nationwide by Puck. Finally, the jars were sold online and on the brand's own shelf-space. Hundreds of women are joining the project, which will soon be launched in other markets. Selfless Shelves was a massive change for the industry, because a conglomerate was donating its own resources to produce, distribute, market and sell competing goods made by its customers, for their benefit. And by partnering with Carrefour, it demonstrated what’s possible when big businesses work together for small ones.

Your way shines best, celebrating the unique journeys

Our primary focus was on moms, particularly those in Lebanon who embrace the tradition of mouneh-making to support their families. But we wanted this campaign to reach moms across the Arab world, championing their efforts and affirming that their personal approaches to motherhood and entrepreneurship are indeed the best ways.

"Your Way Shines Best" is a heartfelt affirmation that every mom’s method and choices are perfect in their own way.

By repurposing our iconic jars for mouneh, we not only promote recycling and sustainability but also empower moms to turn traditional practices into profitable ventures. This strategy underscores our commitment to supporting moms by providing them with resources to succeed on their terms, free from societal expectations.

This approach is rooted in our belief in the power of women who manage to shine despite all financial, societal and economical challenges.

A group of Lebanese women from rural areas were selected to take part in the launch of the project, in January 2024. We documented their individual experiences from start to finish, and created a series of webisodes that people could watch on YouTube and on the brand's website. Each episode featured the women talking candidly about their love of cooking, how their lives changed because of the economic crisis and what the project means to them and their families. We also created new jar packaging featuring the women's handwritten notes, social media messaging, digital banners and POS materials urging the public to show their support at their nearest Carrefour. The jars were also sold outside of the country, online. The project quickly gained traction in the media and continues to grow in size to this day, as more and more women join from all over Lebanon.

The project was well received in Lebanon, and later the world, especially in brand perception, where Puck gained attention for its inspiring campaign. By not focusing on the number of its own products sold, Puck created impactful conversation around helping struggling women. The campaign grew organically via word of mouth and PR, without being pushed. The result was the creation of a jar economy that benefited both producers and consumers, and soon there were plans to roll the project out throughout the UAE and into other countries.

Reach: target 1 billion / achieved 3 billion impressions

Coverage: target 200 / achieved 878 pieces

30+ countries including: USA, Singapore, China, Russia, Canada, Australia, Turkey, Nigeria, Mexico, Germany, UK, India

All jars sold out in 2 months

300% boost in women’s income

19% of jars repurposed

Over 20 000 jars sold

Puck became 4th most loved brand in Lebanon, December to April