Marketing Campaign in Ramadan: How Brands are Embracing Ramadan Campaigns

Marketing is an essential component of any business, and businesses are constantly looking for new ways to connect with their target audience. Festive marketing has emerged as a popular strategy used by businesses to tap into their customers' festive spirit and create an emotional connection with them. Festive marketing campaigns can be extremely effective, which is why they have grown in popularity in recent years.?

One such festival that represents a unique opportunity for businesses is Ramadan. Ramadan is a holy month in the Islamic calendar, observed by Muslims around the world with fasting, praying, and an increase in charitable activities. It is also a time for families and communities to come together, and participate in the celebration of Eid Al-fitr.

For businesses, Ramadan presents a unique opportunity to connect with Muslim consumers and tap into the festive spirit of the occasion. In recent years, we have seen an increase in the number of businesses that are embracing Ramadan campaigns, tailoring their marketing strategies to cater to the specific needs and customs of Muslim consumers.?

In this article, we'll explore how brands are embracing Ramadan campaigns and the strategies they use to connect with Muslim consumers during this important time.

Muslims fast throughout the Islamic holy month of Ramadan, and an upsurge in spending on food, presents, apparel, and other goods. Marketing during Ramadan is essential for businesses to capitalize on the increased consumer spending during this time.

• Muslims who observe the holy month of Ramadan: These consumers may purchase items related to religious rituals.
• Non-Muslims in countries with large Muslim populations: These consumers may also participate in Ramadan-related activities and events and purchase items like Ramadan discounts and offers.
• Expats away from their families during Ramadan: These consumers may want to send gifts or cards to their loved ones or participate in virtual celebrations, creating opportunities for online retailers.
• ?Tourists who are visiting Muslim countries during Ramadan: These consumers may want to experience the cultural and religious significance of the month and may purchase souvenirs or gifts for their loved ones.

1- Increased consumer spending: During Ramadan, there is an increase in consumer spending on food, clothing, and gifts. According to a report by Mastercard, global consumer spending during Ramadan in 2021 increased by 6.9% compared to the previous year, with e-commerce sales seeing a 25% increase. The report also noted that the top three spending categories during Ramadan are food and beverage, clothing, and electronics. Additionally, the Middle East and North Africa region accounted for the largest share of Ramadan-related spending, followed by Southeast Asia and Europe.

2- Increased brand visibility: By incorporating Ramadan-related themes into their marketing, businesses can increase brand visibility and connect with potential consumers.?

3- Cultural sensitivity: Businesses can build trust and loyalty with Muslim consumers by understanding and respecting Muslim customs and traditions.?

4- Social media engagement: Social media is the most usable platform and businesses can leverage this trend to engage with potential consumers and promote their products and services.?

Marketing during Ramadan can be an effective way for businesses to tap into the increased consumer spending and engage with potential consumers during this holy month.

The Muslim consumer market in Ramadan is extensive and diverse, with distinct traits and interests. Businesses aiming to enter this market and increase brand awareness among Muslim consumers can benefit from understanding the Muslim consumer market. These are some essential things to think about:

1- Muslim Diversity: Muslim consumers come from a variety of ethnic origins, speak a variety of languages, and follow a variety of traditions. Understanding these variations can help marketers focus their marketing efforts on particular Muslim customer market niches.

The campaign was organized by Tesco, a British multinational groceries and general merchandise retailer. The campaign was launched in 2018. The message of the campaign was to celebrate the love of food and the stories that come with it. Tesco invited customers to share their own food stories, which were then turned into short films that were shared on social media and in-store.

2- Strengthening values: Values are essential in Muslim culture, so companies that market family-focused goods and services may find success with Muslims as customers.

In 2021, McDonald's launched a Ramadan campaign in the Middle East aimed at celebrating the values of the holy month. The campaign featured a series of ads and social media posts highlighting the importance of values such as family, togetherness, and generosity.

3- Empowering Ethics: Many Muslim consumers are concerned about their societal role and may favor businesses that emphasize moral behavior and give to charitable organizations.

In 2021, Coca-Cola launched a campaign called "Remove labels this Ramadan" that aimed to promote diversity and inclusivity during the holy month of Ramadan. The campaign featured limited edition Coca-Cola cans without labels.

1- Show cultural values: Ramadan is a time for families to come together and strengthen their bonds. As a brand, you can show your customers that you share these family values by incorporating them into your marketing message.

The Coca-Cola Family Bonding Campaign was organized in Nigeria. The campaign was launched on December 7, 2020. The aim of the campaign was to encourage families to spend quality time together and strengthen their bonds by sharing a Coke.

2- Offer Discounts: Ramadan is a time of giving and charity, and brands can join in on the spirit of generosity by offering discounts on their products. Whether it's through partnering with a charitable organization or simply sharing the savings with their customers, brands can show their support for the values of Ramadan.

The campaign was organized by KFC Arabia on April 20, 2021. The message of the campaign was to celebrate the holy month of Ramadan by sharing meals and making a difference in people's lives. The campaign urged people to join in spreading kindness and generosity during Ramadan.

3- Celebrating Together: Ramadan is a time of heightened religious activity, and brands can show their support by tailoring their content accordingly. By doing so, customers feel a stronger connection to the brand and are more likely to engage with it.

In 2021, Google launched a Ramadan-related campaign to appeal to Muslim consumers around the world. The campaign aimed to provide a range of helpful and engaging content for Ramadan, including tips for fasting, prayer times, and recipes for traditional iftar meals.

4- Making Ramadan-related offers that appeal to consumers: Get in the Ramadan spirit and offer value to Muslim consumers with Ramadan-themed deals and offers that will leave them feeling appreciated and connected to your brand.

The promotion is offered by Burger King in Malaysia for the month of Ramadan in 2022. The promotion is called the "Ramadan King Box" and it includes a Whopper Jr. burger, fries, a drink, and a pie.

5- Alter the Message: During Ramadan, many Muslim look for a campaign in which they can donate something to help people. Promoting your brand by encouraging people to share donations and kindness can increase your brand recognition.

Samsung launched its "Share The Goodness" Ramadan campaign in the United Arab Emirates (UAE). The campaign was launched on April 11, 2021, ahead of the start of the holy month of Ramadan. The campaign aimed to encourage people to share kindness, generosity, and positivity during Ramadan by using Samsung's latest technology and features

1- Nestle: Nestle has been running Ramadan campaigns in Muslim-majority countries for several years. In 2021, the company launched a campaign in Malaysia called "Berbuka Puasa with Nestle." The campaign included a series of online videos featuring Malaysian celebrities sharing their favorite Ramadan recipes.

What makes this campaign successful: The employment of local influencers and celebrities was one of the campaign's essential components, "Berbuka Puasa with Nestlé" by Nestle. The campaign successfully struck a chord with the local audience and made a personal connection with them by showing Malaysian celebrities sharing their favorite Ramadan meals.

The campaign was effective partly because it took advantage of the rising popularity of watching online video content. Nestle used internet videos as a platform to promote its products and interact with its target market. The campaign's emphasis on food and cookery was another important component of its success. The campaign's focus on food and recipes was a natural fit for Ramadan because it is a time when family and friends join together to share meals.

2- McDonald's: McDonald's has been running Ramadan campaigns in the UK for several years. In 2021, the fast-food chain offered a special Ramadan meal deal, including a Chicken Selects meal, fries, drink, complimentary date, and water bottle.

What makes this campaign successful: The success of McDonald's Ramadan campaign was due to providing a special meal deal for Muslim customers during the holy month of Ramadan. Aware of the requirements and ideals of the Muslim community during this holy month, McDonald's offered a halal lunch deal that included a free date and water bottle.?

This strategy helped the brand interact with Muslim consumers, foster an inclusive environment, and increase sales when many Muslims observe fasting and have particular dietary restrictions. Also, the lunch deal's marketing across multiple platforms, including social media and outdoor advertising, helped raise brand recognition and awareness among the UK's Muslim population.

3- The Pizza2Go: The Ramadan campaign 'The ? Pizza Box' campaign by Pizza2Go is reducing food waste during Ramadan while supporting a charitable cause. By introducing the ? version of their classic pizzas, Pizza2Go enabled consumers to prevent 25% of natural Iftar waste. The campaign's message is aligned with the values of the Muslim community and highlights the importance of sustainability and social responsibility.

What makes this campaign successful: the critical message of Pizza2Go's successful Ramadan campaign was its alignment with the values of the Muslim community. During Ramadan, charity, sustainability, and social responsibility were emphasized. Pizza2Go reduced food wastage at Iftars by introducing the 3/4 pizza box and donated 25% of sales to Emirates Red Crescent to support a good cause. The campaign's message was basic, straightforward, and actionable, making it simple for customers to get involved and feel good about doing so. The campaign also stood out for its creativity in addressing an important issue while promoting its product.

4- Oorderoo and FP7 McCann: The Ramadan campaign by Oorderoo and FP7 McCann Doha is to inspire people to use the internet for good. The campaign's animated film depicts the internet as a child we have created and are responsible for molding through our actions. By treating the internet as a force for good, the campaign encourages people to be more mindful of their online behavior and use it for positive purposes. This message is particularly relevant during Ramadan, a month of reflection and positivity.

What makes this campaign successful:? This Ramadan campaign establishes a deep emotional connection and emphasizes the significance of duty and care in our online behavior by portraying the internet as a child we have produced. Using the internet for good aligns with Ramadan's values, emphasizing positivity and introspection. The campaign gains a compelling and aesthetically pleasing element from using an animated film format, which aids in grabbing the audience's attention and boosting its shareability.

5- Coca-Cola: In 2018, Coca-Cola launched a Ramadan campaign in the UK, which included TV commercials, outdoor advertising, and social media content. The campaign focused on sharing, togetherness, and celebration themes and featured various characters from Muslim communities.

What makes this campaign successful: The success of Coca-Ramadan Cola's campaign was due to its emphasis on community, diversity, and inclusivity. The advertising recognized the significance of the Muslim community during Ramadan and praised the attitude of generosity that is characteristic of the season. The commercial resonated with a broader audience and promoted inclusivity thanks to the utilization of a diverse cast of Muslim characters.?

1- Adidas

Adidasxramadan 2023 delivers the important message that people can continue their fitness regime during Ramadan, and fasting should not stop them from working out. They want to highlight that staying fit and active during the Holy month is achievable with the correct information and approach. Their advertisement features Swedish footballer Nabil Bahoui and boxer Zahra Al-Mougrabi, who share their experiences and tips for maintaining their fitness routine while fasting. Adidas encourages everyone to stay active and healthy, even during Ramadan

2- IKEA

Al-Futtaim x Ikea Ramadan campaign features a heartwarming message of the power of small gestures and the joy they can bring to our loved ones. The ad shows a young boy eagerly trying to make his family happy during iftar; the meal is eaten after sunset to break the fast. By adding a personal touch to each family member's seat at the table, the boy shows that even small acts of kindness can significantly impact those around us. Ikea's message is that we can all make a difference in the lives of those we care about by showing them that we care, even in small ways.

3- Coca Cola

The coca-cola Ramadan campaign features ads about the joy of togetherness and community during Ramadan. Using the creative use of shadows, the ad showcases a town coming to life with people engaging in everyday activities, from drying washing to walking together and laughing. As the sun sets, the ad culminates in a family coming together to break fast, emphasizing the importance of family and community during Ramadan. Coca-Cola's message is that its brand brings people together, and they encourage everyone to cherish these moments of togetherness, especially during the holy month of Ramadan.

4- Ramadan in the heart of London

People of London are experiencing the magic of Ramadan with new celebrations at Piccadilly Circus, a central place for some of London's best shopping areas. Witness the first-ever lights and decorations illuminating this iconic landmark, bringing joy and spiritual rejuvenation to the bustling city. As the sun sets over London, the people of London are immersing themselves in the festive atmosphere and joining Muslims worldwide in observance of this holy month.

Ramadan Marketing allows businesses to connect with Muslim consumers and demonstrate their commitment to diversity and cultural awareness. When Muslim consumers see their culture and traditions depicted in popular culture, it can help firms gain their trust and loyalty. Muslims are more inclined to engage with brands that value diversity and cultural sensitivity in their Ramadan marketing campaigns. This entails awareness of Ramadan's relevance to Muslims everywhere and displaying goods and services pertinent to this market throughout the holy month.

In conclusion, Muslim consumers tend to trust and remain loyal to brands that value diversity and cultural sensitivity in their marketing campaigns during Ramadan. Therefore, businesses should strive to display goods and services relevant to this market throughout the holy month and be aware of Ramadan's significance to Muslims worldwide. Doing so can foster harmony and understanding between different populations while gaining Muslim customers' confidence and loyalty