Brief: Develop a brand campaign to launch Puck (a dairy brand) in the UAE.

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Concept: Celebrating the everyday chef - A platform idea that was conceived to celebrate the real unsung heroes of the kitchen - Mums, who cook three meals a day, every day a year and without ever receiving any thanks or gratitude (other than maybe just an empty plate). The platform launched in 2012. By 2017 the brand had risen from nowhere to the number 1 dairy brand in the region.