Puck Arabia faced a challenge during Ramadan 2023: to reinforce its brand as a trusted ally for moms, alleviating the pressure of societal expectations. Moms often face unrealistic demands, especially during Ramadan iftar preparations, where everything must be perfect. Puck’s goal was to shift this perception, providing a sense of relief and showing that doing your best is more than enough.

We launched a two-phase influencer campaign across the UAE, KSA, and Oman, partnering with creators who resonated with Puck’s message.

Phase 1: Creators shared personal, heartfelt stories about how all that truly matters is that moms are doing their best. This helped foster a sense of support and solidarity, offering reassurance to moms who feel pressured to meet high expectations.

Phase 2: The focus shifted to providing practical solutions. Creators highlighted how Puck products could ease the stress of common Ramadan challenges—like burning a dish or unexpected guests—demonstrating how Puck helps moms turn around these situations effortlessly.

The campaign was designed to challenge the notion of “Supermoms,” a term that, while meant to praise, often brings unrealistic expectations. Instead, Puck’s messaging encouraged authenticity, aiming to be a true ally to moms during Ramadan.

With 1,000+ positive comments from moms sharing their own experiences, Puck Arabia’s Ramadan campaign successfully built an engaged community. Through authentic storytelling and practical solutions, the brand was able to reinforce its role as a supportive ally to moms, helping them feel seen and appreciated during a busy, high-pressure time. The campaign didn’t just drive engagement; it created meaningful connections, ensuring Puck remained top-of-mind during Ramadan iftar preparations.