PHD UAE has been awarded Bronze at the Effie MENA awards 2015. The award is in recognition for the Lurpak Cooks Range for Arla in the new product and service category.

In 2015 the team were tasked to help launch a new global range of butter products for Danish brand Lurpak.

The problem was though, people in the region don’t use butter like the they do in Europe, butter is used for sauces not for basting or pastry making- we had to find a way of making the Lurpak Cooks Range relevant to local consumers.

We took the global creative assets and reshot them using local brand ambassadors who skillfully weaved the brands into local cuisine using innovative recipes. This was supported by an initiative that invited hundreds of budding cooks to use the products at live cook-a-long.

The award was collected by Rania Hatoum, Irem Baltaci Yazlar and Mahitab Hamed from Arla Foods and Nawal Nasreddine, Farah Radwan and Samer Chehab from PHD.