Media: Web Film
Category: Food
Client: ARLA
Agency: FP7 McCann Dubai
Production: Mint MENA
Country: United Arab Emirates
Tahaab Rais – Regional Head of Strategic Planning, Creative Strategy
Aakriti Goel – Strategic Planning Manager
Paul Banham – Executive Creative Director
Mohammad Aram – Art Director
Chris Booth – Senior Copywriter
Tarek Ali Ahmad – General Manager - Business Unit
Nadine Kazan – Account Director
Yara Berjawi – Account Manager
Soha Frangieh - Senior Account Executive
Hiyam Itani - Production
Synopsis:
Ramadan is a month when people fast from dawn to dusk, abstaining from food and drink. In Ramadan, two meals are typically prepared. First, it’s Suhour (opening of the fast), when people eat and drink before dawn. And next, it’s Iftar (breaking of the fast), when people eat and drink at dusk.
In Ramadan, men in most parts of the world, usually tend to relax before Iftar or around Suhour, you know, after they have worked hard all day and fasted all day, or are busy with work, or are with friends, or are playing with kids. Women though (even if they are working professionals), tend to sit and create all the preparations needed for Iftar or Suhour with their cooks or even by themselves at times. Strangely, this has become a norm, especially in the Middle East and women have accepted this as their role. Additionally, most food brands fuel this disparity as they tend to target only mothers and women during Ramadan, sharing what and how to cook.
Know what? If Ramadan meals are enjoyed by everyone, then why is it that only mums and women are usually tasked with preparing them? Ramadan meals are not just a woman’s responsibility.
And that is exactly the perspective that Puck from Arla Foods is bringing to the Middle East region, by encouraging men (husbands and sons) to lend a hand to the everyday chefs – mums and wives – be it through cooking, cutting, cleaning or even setting up the table. Because Puck’s mission of “mealtime joy”, in at least a month-like Ramadan when families are encouraged to get closer together, is fulfilling when the preparation for the meal is shared.
The brand has launched this idea through a positively provocative film for the Middle East.
And is currently scaling it out across markets through male influencers who are lending their women a helping hand and through other online platforms and social channels targeting men.