Selfless Shelves

Client: Puck

Taking inspiration from the wider conversations around COP28 which in 2024 was held in the Middle East for the first time, we wanted to find a way to make a difference in the communities that we serve.

Puck’s ‘Selfless Shelves’ found five Lebanese women and gave them a platform to share their stories and sell their homemade ‘mouneh’ on Puck’s own shelf space at one of the largest supermarket brands in the country. In doing so Puck gave a platform to those who don’t and showed the world the power of real sustainable development for those that need it most. The campaign was transformative and did something no multinational business has never done before - putting the welfare of its customers above sales of its flagship product while staying true to the brand's DNA as the champion of the region's mothers, taking conversations beyond climate stewardship, creating true social and economic empowerment. With ‘Selfless Shelves’ we set a new ESG standard and provided a blueprint for what brands should be doing in a world that demands more than promises and aspirations.