In the midst of a prolonged conflict that has caused countless families to flee their homes in Lebanon, Puck has launched its Recipe for Change campaign to empower and support Lebanese mothers and families by offering a sustainable source of financial support while celebrating Lebanon’s rich culinary heritage during Ramadan.
Puck, under Arla Foods, has collaborated with Dubai Cares, renowned food critic Anthony Rahayel, creative agency FP7 McCann, production companies Craft and Tres Content, MCN’s Current Global for PR and No Garlic No Onion (NGNO) to bring this Recipe for Change campaign to life.
Recipe for Change is not just a Ramadan campaign. It aims to create an innovative economic model that transforms treasured mum-created, family recipes into market-ready products, which global and local chefs can proudly feature on their menus, while offering proceeds from the sale of those products for a just cause.
How the Puck Recipe for Change campaign works
The initiative has taken six recipes of traditional home-cooked dishes, crafted by Lebanese mothers, to the menus of leading Lebanese restaurants across the UAE and KSA, including Abdelwahab, Safadi, Habib Beirut, Kaak Al Manara, Mosaic, Karam Beirut, and Manaret Beirut in the Middle East, to feature these heartfelt dishes worldwide and connecting Lebanese expats and diners directly to the legacy of these mothers.
As part of this initiative, 50 per cent of the proceeds from each dish sold in the UAE will be donated to support affected Lebanese families. Featured recipes include:
- Amani’s Special Spinach Fatayer;
- Feryal’s Special Kibbet Batata,
- Nada’s Special Macaroni B Crème;
- Vivianne’s Special Mahalabia,
- Ibtihaj’s Special Zenkoul, and
- Fidaa’s Special Cheese Ma’amoul
… each a cherished family tradition that tells a story of resilience and hope. By enjoying these meals, diners join a movement to rebuild lives, one recipe at a time.
Ghida Amhaz, Senior Brand Manager and Campaign Lead at Puck, “Lebanese cuisine is more than just food; it’s about honouring our roots while embracing modernity, staying true to our values, roots, culture, and the stories passed down through generations.”
Amhaz adds, “At Puck, our purpose goes beyond products, it’s about creating meaningful impact in the communities we serve. ‘Recipe for Change’ is our commitment to celebrating heritage while empowering families with economic opportunities for a better future. This programme isn’t just about support; it’s about embracing our roots, celebrating resilience, ensuring the love for Lebanese cuisine continues to thrive for generations to come.”
The collaboration with Anthony Rahayel, whose passion for Lebanese food and culture, helped connect these women to renowned restaurants across the UAE, will also see Awani Restaurant in KSA adding these special dishes to their menu, ensuring the stories reach a wider audience beyond the UAE.
Stories of the mothers behind the recipes, and proceeds for a cause
Each dish is served on an AI-illustrated plate inspired by the personal journeys of the mothers behind the recipes. QR codes on the plates unlock their stories, emphasising how every meal is an opportunity to rebuild what has been lost.
In collaboration with Dubai Cares, a UAE-based global philanthropic organisation recognised by the United Nations, all campaign proceeds will directly support affected Lebanese families, helping them provide for them and help rebuild their lives.
Federico Fanti, Regional Chief Creative Officer at FP7McCann Dubai, said, “Recipe for Change proves that simple ideas can spark profound impact. By bringing Lebanese mothers’ humble recipes to global tables, this campaign turns food into a universal language of connection, resilience, and hope.”
Fanti added, “A household tradition is transformed into a business model that empowers communities, shares powerful stories, and inspires meaningful change.”
From 1 March until 31 March 2025, Lebanese diaspora and lovers of Lebanese cuisine now have an opportunity to make a tangible difference — simply by dining in or ordering online for iftar, suhoor or any meal of the day at Abdul Wahab, Al Safadi, Kaak Al Manara, Manarit Beirut, Habib Beirut, Mosaic and Karam Beirut branches across the UAE.
Mahitab Hamed, Marketing Vice President at Arla Foods, said, “As a brand with purpose at its core, Puck is committed to uplifting communities and championing women. Recipe for Change is a testament to this mission, honouring the culinary traditions of remarkable Lebanese mothers supporting affected Lebanese families.”
As Ramadan approaches, Puck invites everyone to join in the ‘Recipe for Change’ initiative. Every dish ordered is more than just a meal — it’s a chance to sustain a family and make a lasting impact on the rebuilding of Lebanon.
CREDITS
Client: Arla Foods
Marketing Vice President – Mahitab Hamed
Senior Brand Manager – Ghida Amhaz
Head of MENA Communication – Sarah Issam Kanaan
Head of Legal – Nadim Nakhle
Head of Barn & Digital Media – Ghida Batal
Digital Planning Lead – Lea Kerdy
Digital Acquisition Manager – Mohamed Mordi
Website Lead – Farah Shrouf
Digital Search Lead – Talal Alrifai
Junior Digital Acquisition Specialist – Obada Alkassab
Digital Media Specialist – Sarah Farhat
Digital Media Buyer – Carrol Dsouza
Creative Lead Agency: FP7 McCann
Managing Director – Tarek Ali Ahmad
Chief Creative Officer – Federico Fanti
Executive Creative Director – Nayaab Rais
Senior Creative Director – Paulo Tavora Engler Pinto
Creative Director – Ivan Bormaister, Jonathan Cruz
Associate Creative Directors – Rob Hall, Manar Abdulla, Liam Galt
Senior Art Director – Francesco Negri
Art Director – Roy Sebastian
Junior Art Director – Lea Saliba
Senior Arabic Copywriter – Shaza Yousef
Senior Integrated Designer – Murilo de Paula
Finalizers – Abdul Wahid, Rahim Parambayil
Senior Retoucher – Amit Borawake
Head of Business Leadership – Sana Omran
Business Director – Maria Bjorkman
Account Director – Dalia Hosny
Account Manager – Farah Safi
Account Executive – Esther Sequeira
PR Manager – Roksar Kamal
Head of Strategy – Nick Salter
Strategy Director – Nadia Miranda
Creative Operations Director – Cynthia Sarkis
Senior Creative Operations Coordinator – Christina Abouzeid
Head of Digital – Ibrahim Hasan
Social Media Manager – Maria Corban
Production Company: Craft
Executive Producer – Amin Soltani
Producer – Christel Abdel Sater
Videographer – Marcos Cardoso
Production Company: Tres Content
Executive Producer – Noor Dagher
Producer – Adriana Diab
Line Producer – Rytta Mezher
Production Manager – Elissia Chamat
Director – Elie Fahed
Director of Photography (DOP) – Mark Khalife
Gaffer – Mizyed Azrai
Sound Recordist – Rawad Hobeika
Equipment – Platform Studios
Post House – Whiplash
Art Director – Maria Nakouzi
Wardrobe Stylist – Tamara Haddad
Initiative Partner: NGNO (No Garlic No Onion)
Anthony Rahayel
Kareem Kawtharani
Roy Antoun
Shady Kanaan
PR: Current Global
Managing Director: Peter Jacob
Account Director: Jude Lahham
Account Executive – Umar Gulamnabi
PR Company: MCN
PR Manager – Roksar Kamal
