Puck is proudly known as the ally of mothers and women, that’s always there to support them. With the insight that Lebanese women are making mouneh (preserved food) as a means of income after the economic meltdown, Puck supported them by giving them its own business resources. The women filled sanitised and repurposed Puck jars with their recipes, which were distributed in Puck trucks and sold from Puck's shelf-space in Carrefour stores nationwide - the first time a multinational dairy brand put its consumers’ needs before its own, creating a new “jar economy” for the women.

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.

As a staunch supporter of women, Puck wanted to do all it could to provide them assistance when they needed it most. The brand knew that rural women were making and selling mouneh in their communities, as an additional means of income. So Puck decided to grow their customer base, and their sales, by giving them the resources they need to take their businesses to the next level. The dairy brand donated thousands of its iconic cream cheese jars, that had been sanitised and repurposed for the project, and that would otherwise go to waste. Women from rural areas were invited to the 100% hygienic Puck kitchen to cook their mouneh and fill the jars, which were then packaged with their handwritten notes and distributed to Carrefour stores nationwide on Puck's trucks. Finally, the jars were sold online and on the brand's own shelf-space, a first for a global conglomerate.

In light of Lebanon’s economic downturn, we tailored our strategy to the needs of mothers engaged in traditional mouneh-making, a group profoundly affected by recent challenges. By examining their specific circumstances, we discovered significant commercial opportunities for them both online and in retail settings.

Our focus was on mothers who anchor their families and preserve cultural practices, making them ideal participants for our initiative. Our campaign seamlessly integrated these traditional crafts with the dynamics of modern retail, enabling these artisans to connect with customers through both physical and digital platforms.

This strategy transformed mouneh-making into a viable business, equipping these women with the tools to explore new market opportunities. Consequently, our platform became a conduit for economic and cultural enrichment, ensuring that each purchase directly contributed to empowering the community and sustaining its heritage.

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

Moms today have a tough time being a parent. They are constantly bombarded by messages telling them how to be a better mom, from experts, influencers, friends, family and strangers. This happens online, in articles, on social media, on TV, almost everywhere. And this results in moms not having the confidence to trust in their parenting ability. But as a proud ally of moms everywhere, one that supports them no matter what because we appreciate the incredible job they do every day, Puck’s mission became to let moms know that they are the best parents possible when they love their families, their way. So when Lebanese women needed support to care for their families after the economic crisis, Puck was happy to be there for them and take their businesses, and income streams, to the next level with our Selfless Shelves project.