Campaign details

Brand: Puck
Brand owner: Arla Foods
Agency: FP7 McCann Dubai
Countries: United Arab Emirates, Saudi Arabia
Industries: Sauces, seasonings, condiments
Media channels: Competitions & contests, Gaming & in-game advertising, Packaging & design, Point-of-purchase, in-store, Social media, Virtual & augmented reality
Budget: Up to 500k

Executive summary

The task: In Saudi Arabia and in the United Arab Emirates (UAE), Puck’s Blue Jar Cheese wasn’t as appealing to kids as the sugary breakfast alternatives were. To win back its place at the breakfast table, Puck needed to help mums fight off other breakfast alternatives, making its traditional Blue Jar appealing for kids.

Key insights: Parents and children in the region needed quality time together. And kids wanted ‘food time’ to be ‘fun time’. Hence, kids preferred the more ‘fun options’ to cheese.