Recipe for Change

Creative idea

When war in Lebanon disrupted supply chains and halted Puck’s Selfless Shelves initiative, a new solution emerged: Recipe for Change. Displaced women, though left without homes or jobs, still had their recipes. Puck transformed these cultural treasures into economic assets by connecting the recipes to restaurants worldwide. Diners could support the women simply by ordering their dishes. This innovative B2B model generated income, dignity, and global solidarity, turning traditional recipes into sustainable revenue. Despite war and broken infrastructure, Recipe for Change built a new ecosystem of support, proving that even in crisis, culture can move hearts and economies, forward.

Brand name: Arla Foods
Advertiser / client: Arla Foods
Product / service: Puck Dairy Products
Campaign name: Recipe for Change
Agency network: MCCANN WORLDGROUP
Agency: FP7 McCann Beirut
Media agency: Carat
Digital agency: No Garlic No Onion
Additional company: FP7 McCann Dubai
Production company: Très Content
Web address: https://www.puckarabia.com/en/campaigns/recipe-for-change/
Agency chief executive officer: Tarek Miknas
Chief creative officer: Federico Fanti, Javier Campopiano
Executive creative director: Nayaab Rais
Creative director: Paulo Engler, Ivan Bormaister, Jonathan Cruz
Art director: Francesco Negri, Manar Abdulla, Roy Sebastian
Copywriter: Rob Hall, Diego Fernandez- Cid, Shaza Yousef
Designer: Lea Saliba
Account director (agency): Dalia Hosny
Client account director: Ghida Amhaz
Media director: Ramzi Ramadan
Managing director: Tarek Ali Ahmad
Strategic planner / strategist: Nick Salter
Senior planner: Nadia Miranda
Pr director: Jacob Peter
Photographer: Mikella Younes
Illustrator: Abdul Wahid, Rahim Parambayil
Film production: Très Content
Director: Elie Fahed
Director of photography: Mark Khalife
Music: Mizyed Azrai, Rawad Hobeika
Agency producer: Noor Dagher, Adriana Diab, Rytta Mezher, Elissia Chamat
Post production: CRAFT
Post production producer: Amin Soltani, Christel Abdel Sater
Digital production: Anthony Rahayel
Digital creative: Kareem Kawtharani
Event production: Roy Antoun
Additional company: Adrian Botan Carmen Bistrian Sofia Serrano Sana Omran Maria Bjorkman Farah Safi Esther Sequeira Yasmina Raydan Ibrahim Hasan Maria Corban Murilo de Paula Kaue Akimoto Amit Borawake Cynthia Sarkis Christina Abouzeid Marcos Cardoso Sanya Sequeira Umar Gulamnabi Jude Lahham Riya Awtaney Alex Jena Mahitab Hamed Sarah Issam Kanaan Nadim Nakhle Ghida Batal Lea Kerdy Mohamed Mordi Farah Shrouf Talal Alrifai Obada Alkassab Maria Nakouzi Tamara Haddad Shady Kanaan