2016 Winners & Shortlists

Brief Explanation

In early 2015 Cheese brand Puck re-launched as a Masterbrand and dedicated themselves to ‘Celebrating the Everyday Chef’… mums!. The main launch burst of the campaign had ended and Ramadan was approaching. Puck have a social corporate strategy of achieving ‘Good Growth’ Puck and with this, they wanted to give back to the community they serve, but not just any old people. Aligned with the new positioning, we wanted to find a way to celebrate those mums who go beyond the call of duty, those mums who go beyond convention, the true super mums of the UAE.

Results and Effectiveness

From a business perspective, the relaunch resulted in a 6.3% increase in market share boosting Puck into having #1 Market share in the KSA overtaking the historic giant Almarai for the first time in Puck’s history. In media, we won the TV battle, spending 50% less than our closest competitor and still ranked joint 1st in terms of SOV. On digital, we received 1,000 unique competition entries, delivered 2 million interactions on Facebook and reached 10 million mothers. In terms of intermediate KPIs, top of mind awareness increased by 6% and an increase of 12% in spontaneous awareness.

Creative Execution

We made it our mission to give each of the mums at Family Village a well-deserved day off, set up a full day Ramadan Carnival, and recruited the region’s biggest social influencers to play with the children, taking the pressure off our mums who could then take a break. Our influencers helped the kid’s paint a large mural and played games like snakes and ladders throughout the afternoon, and with the kids occupied, our Super Mums were pampered with gifts and beauty treatments. In the evening a special Iftar meal was prepared by Puck chefs to celebrate our mums.

Insights, Strategy and the Idea

We identified a new orphanage that was opening in Dubai called ‘The Family Village’. Whilst ALL mothers deserve to be celebrated, it’s fair to say that the mothers of Family Village are, Extraordinary Mothers who deserve special attention. Working 8 hour shifts each with 6 foster children to care for; these amazing mothers provided much needed love, care and cooking to orphaned children and teens, and at the end of each shift they return home to care for their natural families. They’re effectively 24:7 Super Mums doing the toughest job in the world, and Puck had to recognize them.