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 mothers, showing them unwavering appreciation and support. In light of the Lebanese economic meltdown, Puck felt obligated to help the large number of unemployed women. Many of these women have created small businesses to generate income for their families. Puck needed to demonstrate its new brand position of “Your way shines best” in the Lebanese market, using meaningful action to show its commitment to moms. So Puck set out to boost the sales of those businesses that make and sell preserved foods, in their communities. The plan was to create a campaign with long-lasting impact, with the potential to grow, 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.

Unveiling Challenges with Compassion:

Our campaign tackled the unique challenges facing women in Lebanon, who are confronting a 63% increase in unemployment due to the economic crisis. We redefined the role of our dairy brand from simply providing nutrition to becoming a catalyst for empowerment. By focusing on mothers engaged in the traditional practice of mouneh-making, we transformed this age-old craft into a platform for self-reliance and entrepreneurial success

Crafting Innovations with Care:

We pioneered the repurposing of iconic cream cheese jars, merging sustainability with economic opportunity. By equipping mothers with sanitized jars and access to our state-of-the-art kitchens, we ensured that their traditional products could meet modern market standards and appeal to a national audience.

Engineering Breakthroughs for Empowerment:

By utilizing our distribution networks, we brought these artisanal products to mainstream visibility, selling them in prominent retail locations and online. Each jar, enriched with the maker's personal narrative, became a testament to empowerment and ecological responsibility. This initiative didn't just fill jars; it fulfilled dreams, proving that traditional skills, when supported by innovative platforms, can flourish in modern markets.

This strategy champions individual creativity and collective advancement, highlighting our commitment to transformative business practices that resonate with our community.

Puck's customers reacted overwhelmingly positively to the campaign, because it promoted sustainability and addressed an important issue that really hit home with Lebanese people. Puck employees were proud to be associated with the campaign, as it came from the heart and benefitted those in need. And Carrefour was 100% behind the project, because it also wanted to do the right thing. The women who participated in the project received profits from every jar sold on Puck's shelf space, with their overall income increasing by 300%

The execution of the campaign was a resounding success, with people from all over the country responding positively to it in the media, on social media and via PR. The jars sold well instore and online. And with hundreds of women joining the project, it looked set to empower those in need, in the years to come.

The project was well received by the people of Lebanon, and later the world, especially in terms of brand perception, where Puck gained attention for its caring and 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: 3 billion impressions

Coverage: 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 the 4th most loved brand in Lebanon from December to April