FP7 McCann Wins Grand LIA of the Year for 'Recipe for Change' Campaign

FP7 McCann's 'Recipe for Change' campaign turns family recipes into market-ready dishes, empowering Lebanese families and winning the prestigious Grand LIA of the Year.

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2025 October 8 . 6:32 AM

1 min read

In this picture I can see there is some food placed in a plate and in the backdrop there is a... — In this picture I can see there is some food placed in a plate and in the backdrop there is a poster and it has some white and blue images on it.

FP7 McCann Wins Grand LIA of the Year for 'Recipe for Change' Campaign

FP7 McCann has won the prestigious Grand LIA of the Year at the 2025 London International Awards for their campaign 'Recipe for Change'. The agency's work for Puck, a brand owned by Arla Foods MEA, also secured a Gold in the Sustainability in SDG subcategory. The campaign, led by Gavin Chimes of Howatson+Company Sydney, aims to provide long-term financial support and empowerment for families affected by the crisis in Lebanon.

The winning campaign, 'Recipe for Change', was developed by FP7 McCann for Puck. Unlike its name, the initiative was not launched in Las Vegas but during Ramadan in the Middle East region. It transforms treasured family recipes into market-ready dishes, with each recipe telling a story of resilience and hope. The campaign extends beyond the traditional Ramadan campaign, serving as a sustainable initiative to support affected families in Lebanon.

The jury, led by Gavin Chimes, praised the campaign's creativity in the B2B sector and its transformative business impact. FP7 McCann's work demonstrates how a brand can make a meaningful difference while driving business growth.

FP7 McCann's 'Recipe for Change' campaign for Puck has been recognised as the last Grand LIA of the Year at the 2025 London International Awards. The campaign's success highlights the power of creative marketing in driving positive change and supporting communities in need.