Puck has launched the 'Your Creativity, Infinite Possibilities' sustainability campaign, targeting households in the UAE, Saudi Arabia, and Oman. The focus is on promoting upcycling habits for everyday food packaging, particularly Puck glass jars, considering the limited glass recyclability in the MENA region. This initiative aligns with the 12th United Nations Sustainable Development Goal, emphasizing responsible consumption and production.

Puck, part of Arla Foods, a multinational dairy company, aims to contribute to a better future and believes that present actions will build a stronger planet and empower communities. The brand consistently engages in sustainable initiatives, reducing waste and carbon dioxide emissions in its operations while providing consumers with nutritious dairy products.

Encouraging cheese lovers to upcycle their jars, Puck seeks to inspire environmental consciousness and align with the UAE's goal to eliminate landfill waste by 2030 and Saudi Arabia's National Centre for Waste Management's objective to divert 82% of waste from landfills. To promote awareness of jar repurposing, Puck offers innovative ideas on its website and social media, ranging from decorative items to planters, candle holders, and food containers, unlocking a realm of creative possibilities.

Yahia Adel Z AlSharif, Head of Category at Arla Foods, highlights their role as a leader in the spreadable cheese market, encouraging consumers to reuse jars after consumption. With Cop28 addressing climate issues, Puck collaborates with the Ministry of Climate Change and Environment in the UAE and regional retail partners to drive sustainability conversations at home and create positive influences in communities.

Hajar Bakhit Alketbi, Director of Government Communication at the UAE Ministry of Climate Change and Environment, emphasizes the need for practical waste reduction solutions. The ministry is committed to addressing unsustainable consumption patterns and puts food and food waste high on the agenda for Cop28, aiming for tangible changes in consumer habits and fostering sustainability conversations across the UAE. The new campaign by Puck is welcomed for inspiring people to reuse and upcycle glass jars.

Puck leads an extensive campaign in Saudi Arabia, the UAE, and Oman, leveraging retail shops with vibrant activations, compelling in-store communication, and exclusive promotional packs. This multifaceted approach aims to drive widespread awareness for the initiative and foster a culture of responsible consumption and upcycling.