This Ramadan, Puck is launching ‘Recipe for Change’, an initiative that not only celebrates Lebanon’s rich culinary heritage but also empowers Lebanese women.
In partnership with Dubai Cares, a globally recognized philanthropic organization based in the UAE, and renowned food critic Anthony Rahayel, Puck Arabia is introducing six traditional home-cooked dishes, lovingly prepared by six Lebanese women, to leading restaurants across the UAE and KSA.
From March 1 to March 31, 2025, Lebanese cuisine lovers and the Lebanese diaspora can make a difference simply by dining in or ordering online for Iftar, Suhoor, or any meal of the day.
The initiative features six authentic Lebanese dishes, each carrying a story of resilience and heritage. Each dish is served on a custom AI-illustrated plate, inspired by the personal journeys of the mothers behind the recipes. A QR code on the plate unlocks their stories, reminding diners that every meal represents hope, tradition, and the opportunity to rebuild.
These heartfelt recipes will be available at renowned restaurants in the UAE, and through Awani Restaurant in KSA, which will also feature these special dishes—spreading their legacy to an even wider audience.
As part of this initiative, 50% of all sales from participating UAE restaurants will go directly toward supporting affected Lebanese families, reinforcing Puck’s ongoing mission to uplift communities and champion women’s well-being.
It is worth reminding that Lebanon faces one of its toughest crises, with 1.3 million people displaced—mostly mothers and children—returning to shattered homes and disrupted livelihoods following the 2-month war of 2024.
‘Recipe for Change’ gives these women a platform to share their culinary traditions while simultaneously providing vital support to those in need.
Federico Fanti, Regional Chief Creative Officer at FP7McCann Dubai says: “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. A household tradition is transformed into a business model that empowers communities, shares powerful stories, and inspires meaningful change.”
Ghida Amhaz, Senior Brand Manager & Campaign Lead at Puck, shares: "Lebanese cuisine is more than just food—it’s a celebration of heritage, resilience, and the stories passed through generations. At Puck, we go beyond offering products; we strive to make a meaningful impact in the communities we serve. ‘Recipe for Change’ is our way of honoring tradition while creating economic opportunities that empower families for a brighter future."
Mahitab Hamed, Marketing Vice President at Arla Foods, shared: "At Puck, our purpose goes beyond providing quality food—we are dedicated to uplifting communities and empowering women. ‘Recipe for Change’ embodies this mission, celebrating the culinary traditions of remarkable Lebanese mothers while supporting affected families in need.”
'Recipe for Change' offers more than a meal; it connects communities, supports affected Lebanese families and helps build sustainable futures for their families, all made possible by Puck.
For decades, Puck has been more than a kitchen staple, it is a trusted symbol of purpose and compassion. Prior initiatives like Selfless Shelves, which enabled Lebanese women to produce and sell preserves internationally (resulting in a 300% income boost and global recognition), laid the groundwork for Recipe for Change.
Credits
Client: Puck - 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
