2024 MEPRA Award Winner
Gold Winner
Best Integrated Campaign
Best Use of Media Relations
Silver Winner
Best ESG Campaign
Bronze winner
Best F&B Campaign
Submitted by
Current Global MENAT & FP7
About the Campaign
Taking inspiration from the wider climate conversations around COP28, Puck wanted to find a way to make a true difference to its communities. ‘Selfless Shelves’ gave five Lebanese women a unique platform to share their stories and then go on to earn new income from their homemade ‘mouneh’ putting it in Puck’s jars and then onto Puck’s own shelf space, at one of the largest supermarket brands in the country.
‘Selfless Shelves’ gave a platform to those who don’t and showed the world real sustainable development for those that need it most. In doing so Puck did something no multinational business has never done before – putting the welfare of its customers beyond sales of its flagship product staying true to its DNA as the brand who champions mothers, taking conversations beyond global climate stewardship, creating true local social and economic empowerment.
Presented by
Peter Jacob, MEPRA Strategy Board Member and Managing Director at Current Global MENAT
Located in Dubai since 2016, Pete has over 25 years’ experience across the communications mix and has spent his career leading, co-ordinating and executing international campaigns for large organizations in the private and public sectors across the Middle East, Europe, UK and Africa. He specialises in driving strategic multi-channel campaigns, often involving the buy-in of multiple diverse stakeholders, to generate impactful results, developing audience-driven messaging, brought to life through an integrated communications approach, across internal and external channels.
Pete is the senior client lead on a range of multi-market and integrated programmes and also serves as one of Current’s senior facilitators. He has worked with the likes of First Abu Dhabi Bank (FAB), Dubai Holding Entertainment, Five Guys, Mastercard, IBM, Celgene, GM, Jumeirah Group, FIFA, GSK, Johnson & Johnson, Nespresso, SABIC and Aramco.
Specific areas of expertise include narrative, messaging and storytelling development, media and presentation training as well as creative and campaign ideas development. Pete previously led new business across EMEA for Weber Shandwick based in London, also helping establish the B2B practice. He started his career at technology agency, LEWIS PR, before joining Brands2Life. Prior to Weber Shandwick he headed up sales and marketing efforts across 11 EMEA markets at Text 100.
Jude Lahham, Account Director at Current Global MENAT
Jude has been an integral part of Current Global since its inception, bringing over nine years of experience in the marketing industry and a deep-rooted understanding of the regional landscape, having spent 23 years in Dubai.
A graduate of the American University of Sharjah, Jude holds a double degree in Public Relations and Journalism with a minor in Arabic/English Translation. With a strong focus on strategic communications, Jude specialises in developing fully integrated marketing and PR campaigns that drive brand impact and consumer engagement.
She has played a key role in launching high-profile campaigns and shaping brand narratives across diverse industries, with award-winning campaigns for brands such as Heinz, Puck, and Five Guys.
As Account Director, Jude leads multi-market strategies, overseeing brand positioning, messaging consistency, and high-impact communications initiatives to maximise brand equity and business growth. She currently oversees a diverse client portfolio, including Global Village, New Balance, Bentley, and more.
Location
This is a virtual session hosted on Zoom
Date & Timings
Wednesday, 3rd September 2025, 12:30 PM – 1:15 PM GST