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Puck
Cook with Her: Challenging the Category by Challenging Stereotypes in the Kitchen

RAN IN:

CLIENT
Arla Foods

AGENCY
FP7 McCann Dubai *Lead Agency

Tahaab Rais, Regional Head of Strategy & Truth Central
Tarek Ali Ahmad, General Manager - Business Unit
Aakriti Goel, Strategy Manager
Anna Sadykova, Associate Strategist
Paul Banham, Executive Creative Director


PHD (UAE) *Lead Agency

Nawal Nasreddine, Business Unit Director Planning
Lea Bitar, Planning Manager
Leila Chouman, Associate Director Social Media
Ryan Hicks, Senior Executive Social Media
Reem Salam, Executive Social Media


SUMMARY

In the Middle East, amidst a challenging economic environment, the cheese category has declined. The Middle East has also faced a challenging societal environment where women’s equality has been trending. But, when it comes to kitchens in Saudi Arabia, it’s not that equal.
This case shows how in a challenging category and environment, Puck challenged stereotypes in Arab homes and kitchens, becoming the first time in and across the Middle East, to propagate meal-preparation to be a shared responsibility. 

And after a period of decline, Puck grew, while competitors declined.

CASE VIDEO


Audience: Men

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English