CLIENT
Puck
Suzy Fahim, Regional Director
Mohammad Awais Ul Haq, Regional Category Lead
AGENCY
Bana Salah, Associate Creative Director
Nathalie Douleh, Associate Director
Choi Co, Creative Director
Rifaat Fakih, Strategy Manager
Ali Marachi, Strategy Director
Mario Morby, Regional Head of Strategy
Hadi Abu Khuzam, Group Account Director
Amber Gan, Senior Account Manager
Sana Omran, Group Account Director
Karim Hamze, Account Executive
Craft Dubai
SUMMARY
While sales of Puck’s cream cheese were on the up, sales of its shredded cheese were down by - 16%.
To make matters worse, our competitor, President, grew by +27% volume.
To turn this around, we shred category conventions by transforming Puck’s mozzarella mixes from humble toppings to mighty meal makers, that flip drab dishes into triumphs of taste.
By flipping the role of shredded mozzarella at mealtime, we flipped Puck’s category position, establishing ourselves as clear leaders with +217% volume share and standing out with +37% saliency increase.