Recipe for Change is an earned-first creative idea that drove real-world impact. Turning recipes into IP, we created a new revenue model allowing people around the world to support women in Lebanon through the simple act of ordering a meal.
Recipe for Change built on the same principle as Selfless Shelves. It gave a new platform and created a new income source for those that needed it most, but it went even further.
Rooted in a powerful but simple idea, ‘Recipe for Change’ changed the act of eating, into the act of giving. We took traditional home-made recipes and turned them into Intellectual Property by licensing them to Lebanese restaurants around the world.
The campaign enabled thousands of people outside of Lebanon to directly support displaced women in war-torn Lebanon through the simple act of ordering a meal. It boosted the income of participating mums, increased sales of participating restaurant partners and built more love for a Middle East brand that has been deeply connected to the communities it serves for over four decades.
2025 MEPRA Award Winner
Gold Winner for the following Award Categories:
Best Food & Beverage Campaign
Best ESG Campaign
Best Campaign in Lebanon
Submitted by
Current Global MENAT x FP7
Presented by
Jude Lahham, Account Director at Current Global MENAT
Jude has been with Current Global since the beginning of the journey. With 7+ years of experience in the marketing industry and 21 year spent in Dubai, Jude has developed a deep understanding of the regional market.
Jude graduated from the American University of Sharjah with a double degree in Public Relations and Journalism with a minor in Arabic/English Translation.
She specialises in working with MCN’s agency brand to create fully integrated communications ideas, campaigns and plans and has recently launched some of the most awarded work for brands like Heinz and Puck.
As Account Director Jude oversees the team that manages PR activity for New Balance and Global Village and is responsible for delivering on the key day-to-day account requirements and generating maximum value from communications activities.
Riya Awtaney, Account Manager, Current Global MENAT
With over 7 years in the industry, Riya is a seasoned PR & Communications professional known for leading award-winning campaigns across the region’s most recognizable brands. Through a sharp focus on integrated communications, she brings strategic media insight and creative flair to the lifestyle, F&B, entertainment, and fashion sectors.
A graduate of Narsee Monjee College of Commerce and Economics with a Bachelor’s in Management Studies, she honed her skills at Kinnect and Current Global India, where she spearheaded influencer partnerships with India’s Top 100 influencers and delivered standout campaigns particularly for brands such as Marvel Studios, Disney Films, Destination New South Wales, and American Eagle.
Currently an Account Manager at Current Global MENAT, she drives media and influencer strategies for brands like New Balance, Dubai Airports, and Heinz, working collaboratively with other MCN agencies to craft integrated campaigns that make an impact. Her work also includes successful campaigns for Papa Johns, Subway UAE, Americana Foods, Puck, GymNation and more, delivering success across traditional and digital channels.
Location
This is a virtual session hosted on Zoom
Date & Timings
24 June, 2026, 12:30 PM – 1:15 PM GST
Registrations
This workshop is exclusive for MEPRA members only.