PHD UAE celebrated Bronze at the Dubai Lynx Awards for its work with Puck on their Repurposed Meals campaign, and went on to place third for Media Network of the Year. The Dubai Lynx Awards celebrate the best work in the MENA region. They recognise, nurture and set the benchmark for creative excellence.

PHD worked with Puck to cut through the clutter of Ramadan recipes and brands’ promotional content to earn attention. They broke category norms, focusing on reducing waste rather than encouraging overindulgence, as is usually the case in Ramadan campaigns. In Ramadan, food waste increases by 55%. Yet, about 25% of unused or leftover food from iftar meals are of good quality and fit for human consumption.

They surprised their target audience (Arab women) with a branded cooking series that showed how to make delicious meals from leftovers that would have usually been thrown away as food waste with Puck. Celebrity influencers in the show helped spread the word.

The campaign delivered an increase of +30% consideration and +25% volume share. Most importantly, an estimated 1.7 million kg of food was saved from ending up in waste bags and landfill.