Puck: Making meal-time fun time

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Campaign details

Brand: PuckBrand owner: Arla FoodsLead agency: FP7 McCann DubaiContributing agency: PHD DubaiMarket: Saudi Arabia, United Arab EmiratesIndustries: Dairy products, fats, oilsMedia channels: Competitions & contests, Content marketing, Packaging & design, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

In Saudi Arabia and the United Arab Emirates (UAE), Puck's Blue Jar Cheese was no longer appealing to kids. Puck needed to reclaim its place at breakfast and in lunchboxes by making its flagship Blue Jar Cheese appealing to kids. Kids want...

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