BUILDING on the successful launch of its digital video baking series “Hekayat el Forn”, Moulinex, the renowned French manufacturer of small kitchen appliances, said its corporate social responsibility campaign “Bake for a Cause” has received remarkable online audience engagement. “Based on the baking talents of four women, the Bake for a Cause initiative was launched by Moulinex in order to encourage participants to deliver their best baking creations. The one accumulating the highest number of votes will be awarded by Moulinex a financial prize, to go to the winning baker's humanitarian foundation of choice,” said Pauline Stephan, Marketing Director, Groupe SEB Middle East.
The third season of Hekayat el Forn has four bakers on board – Louloua Elazzah from Saudi Arabia, Hala Ayash from the UAE; Nabila Al Ameri from Oman; and Maya Kenaan from Lebanon. Each of the women was required to bake a dessert to support a non-profit organization (NGO) that is close to her heart.
"I chose the humanitarian charity Al-Bir Society Jeddah as I've known it for a long time. I visited it during Ramadan and felt much love for the children there and got very attached to them," said Louloua Elazzah from Saudi Arabia.
As for Hala Ayash, she chose the UAE-based Senses Organization as it addresses children with special needs. "Most of us consider them different and we probably don't give the attention and care that they deserve, but they're actually not different from the rest of the kids. It's just that they're a bit less fortunate."
Meanwhile, Nabila Al Ameri from Oman opted for Dar Al Hanaan Association, a temporary home for children suffering from cancer. "I chose Dar Al Hannan for Moulinex's Bake for a Cause campaign because it caters to the needs of children suffering from cancer. When I stepped into the association with the cupcakes, I felt that the kids were overjoyed. Their smiling faces and wide-open eyes made me so happy."
In Lebanon, Maya Kenaan picked Hadanat Al Tofel orphanage in her hometown Zahle. "I have a lot of memories at this orphanage. As a child, I used to visit a lot every year and loved playing with the kids there," she recalled. "Every time I see a smile on a child's face, I feel very happy and grateful."
The videos, which have attracted thousands of voters, have been broadcast online through the campaign's website Hekayat El Forn (www.hekayatelforn.com). Viewers are encouraged to look for a baker with a cause to which they can relate the most.
Pauline Stephan explained that all voters will enter a raffle draw and hold a chance to win one of three Moulinex Masterchef Gourmet, a powerful kitchen machine that can whip eggs and batter, and knead a variety of dough. As seen throughout the videos, the four bakers used this versatile kitchen appliance to prepare their mouth-watering desserts, which included chocolate brownies, carrot cake, muffins, and vanilla cupcakes.
in the campaign's second season, which aimed to revive traditional Arabic specialties, six bloggers went on a culinary journey with Moulinex. Each coming from a different cultural background, they visited Lebanon, Jordan and the UAE, as they discovered the secrets and traditions of the local cuisine.— SGMoulinex's ‘Bake for a Cause' campaign draws big response
BUILDING on the successful launch of its digital video baking series “Hekayat el Forn”, Moulinex, the renowned French manufacturer of small kitchen appliances, said its corporate social responsibility campaign “Bake for a Cause” has received remarkable online audience engagement.
“Based on the baking talents of four women, the Bake for a Cause initiative was launched by Moulinex in order to encourage participants to deliver their best baking creations. The one accumulating the highest number of votes will be awarded by Moulinex a financial prize, to go to the winning baker's humanitarian foundation of choice,” said Pauline Stephan, Marketing Director, Groupe SEB Middle East.
The third season of Hekayat el Forn has four bakers on board – Louloua Elazzah from Saudi Arabia, Hala Ayash from the UAE; Nabila Al Ameri from Oman; and Maya Kenaan from Lebanon. Each of the women was required to bake a dessert to support a non-profit organization (NGO) that is close to her heart.
"I chose the humanitarian charity Al-Bir Society Jeddah as I've known it for a long time. I visited it during Ramadan and felt much love for the children there and got very attached to them," said Louloua Elazzah from Saudi Arabia.
As for Hala Ayash, she chose the UAE-based Senses Organization as it addresses children with special needs. "Most of us consider them different and we probably don't give the attention and care that they deserve, but they're actually not different from the rest of the kids. It's just that they're a bit less fortunate."
Meanwhile, Nabila Al Ameri from Oman opted for Dar Al Hanaan Association, a temporary home for children suffering from cancer. "I chose Dar Al Hannan for Moulinex's Bake for a Cause campaign because it caters to the needs of children suffering from cancer. When I stepped into the association with the cupcakes, I felt that the kids were overjoyed. Their smiling faces and wide-open eyes made me so happy."
In Lebanon, Maya Kenaan picked Hadanat Al Tofel orphanage in her hometown Zahle. "I have a lot of memories at this orphanage. As a child, I used to visit a lot every year and loved playing with the kids there," she recalled. "Every time I see a smile on a child's face, I feel very happy and grateful."
The videos, which have attracted thousands of voters, have been broadcast online through the campaign's website Hekayat El Forn (www.hekayatelforn.com). Viewers are encouraged to look for a baker with a cause to which they can relate the most.
Pauline Stephan explained that all voters will enter a raffle draw and hold a chance to win one of three Moulinex Masterchef Gourmet, a powerful kitchen machine that can whip eggs and batter, and knead a variety of dough. As seen throughout the videos, the four bakers used this versatile kitchen appliance to prepare their mouth-watering desserts, which included chocolate brownies, carrot cake, muffins, and vanilla cupcakes.
in the campaign's second season, which aimed to revive traditional Arabic specialties, six bloggers went on a culinary journey with Moulinex. Each coming from a different cultural background, they visited Lebanon, Jordan and the UAE, as they discovered the secrets and traditions of the local cuisine.— SG
