Puck (Arla Foods) / Lebanon / 2024Retail & Shopper · Creative Commerce
Selfless Shelves.
Puck gave up its own supermarket shelf space in Lebanon so women who make traditional mouneh preserves at home could sell them in Carrefour.
- Brand
- Puck (Arla Foods)
- Agency
- FP7 McCann
- Market
- Lebanon
- Region
- MENA
- Year
- 2024
The challenge
Lebanon's economic collapse hit women hardest, with female unemployment rising sharply.
The idea
The dairy brand replaced its own products on shelf with home-made makdous, jams and spices from independent women cooks, also listing them online. Puck supplied recyclable jars carrying each maker's signature and story, giving the women a retail route to market.
Case study source: Activation Ideas Source ↗
