How your brands can respond to Ramadan

Jens van der Wegen (OMD), Aslihan Akkurt (CREATE part of OMD) and Salma Abdelghani (OMD) on the commercial and cultural opportunities of Ramadan and Eid al-Fitr for brands

February 17th marks the start of Ramadan, a time of reflection and connection for millions of people worldwide. In the Netherlands, too, this month offers concrete starting points for targeted campaigns. Yet, structured attention from brands often lags behind.

For over 1 million Dutch people, Ramadan means 30 days of fasting, caring for each other, and solidarity. This has a direct impact on media behavior and consumption.

Ramadan: a different rhythm, different media behavior

Because eating and drinking are only permitted after sunset, meals are often enjoyed with family and friends. Online activity increases in the evenings, while traditional television viewing decreases. Campaign timing during this period therefore requires adjustment.

Ramadan is all about solidarity and sharing. Brands capitalizing on this must look beyond symbolism alone. Adding a lantern motif or stars to a standard message is not enough.

The holy month of Ramadan is the 9th month in the Islamic lunar calendar. It is a month of fasting, worship, service, communal gathering, and spiritual development. Fasting in Ramadan is one of the Five Pillars of Islam.

Eid al-Fitr as a commercial momentum

Eid al-Fitr, often called Eid al-Fitr in the Netherlands, marks the end of the fasting month. The day begins with morning prayers, followed by family visits, meals, and the exchange of gifts. The nature of these gifts differs, for example, between people of Turkish and Moroccan backgrounds.

Population spending around Eid al-Fitr is substantial. In 2024, an average of €74 was spent on food, €117 on clothing, and €104 on gifts. This makes this period a specific commercial opportunity for retailers and brands.

From Intention to Impact

Effective activation begins with the involvement of people with knowledge of the target group. Involve colleagues with a Muslim background in concept development and test campaigns in target group panels. Cultural sensitivity is not an afterthought, but a prerequisite.

Furthermore, Ramadan demands practical relevance. Consider peaks around Iftar and Suhoor, offer halal-certified products, and ensure timely delivery for Eid al-Fitr. Donations to suitable charities can be part of a campaign, provided they are authentic and well-substantiated.

Real-world examples

During Ramadan, Andrelon focused on women who cover their hair, a target group rarely seen in haircare campaigns. Through personal stories from Muslim creators on TikTok and Instagram, haircare was linked to identity and self-care. The brand also organized an iftar for creators and followers.

Uber Eats capitalized on current iftar times with Iftar Incoming. Location-based sunset times were displayed daily via digital signage screens in British cities, allowing users to plan their orders. This resulted in a 21.2 percent increase in planned orders.

McDonald's Germany also adapted its advertising to the rhythm of the sun. During the day, digital screens showed no food, and after sunset, the dishes reappeared. This aligned the campaign with the target group's daily rhythm.

Inclusive growth requires consistent attention

Ramadan and Eid al-Fitr are about connection, gratitude, and community. This presents an opportunity for marketers to demonstrate that a brand understands and values ​​people. This requires knowledge, collaboration, and consistency.

Investing in relevance and authenticity not only builds reach in one month, but also strengthens long-term trust.