McDonald’s Germany has launched a Ramadan advertising campaign that adjusts its digital billboards to the time of day, displaying empty food packaging during daylight hours and revealing images of food after sunset. The campaign, which began recently, is designed to acknowledge the daily fasting period observed by Muslims during Ramadan.
The digital out-of-home advertisements show empty burger and french fry containers throughout the day, when Muslims abstain from food. As the sun sets and the daily fast ends, the ads dynamically change to display appetizing images of McDonald’s menu items.
The initiative has sparked discussion online, with some questioning the appropriateness of a campaign from a company not traditionally considered halal. A LinkedIn post highlighted comments such as “What Muslim eats at McDonalds anyway??”, while also noting the campaign’s focus on meat-free options like fries and the McPlant burger. Sterling Record reported on the mixed reactions.
“During this spiritual period, we launched a digital out of home campaign that was perfectly synchronized with the sun at sunrise, when Muslims must abstain from food. The tempting food items did not appear. But at sunset, when every Muslim break their fast, the ads revealed mouthwatering food photography,” the company stated in a campaign description.
Some observers believe the campaign could be a positive step toward greater inclusivity. “If McDonald’s Germany is planning to invest with incorporating Muslims, this would be a great first step in ‘breaking fallow ground’,” one commenter noted. However, others have pointed to a broader boycott of McDonald’s stemming from its perceived stance on recent geopolitical events. “The reason why Muslims aren’t in support of this campaign isn’t because of the halal food… McDonald’s has been on the boycott list for the past two years since the start of the genocide. A ramadhan campaign isn’t going to make people forget that,” Mohammad Taher commented.
The campaign, also highlighted on Instagram and another Instagram post, reflects a growing trend of brands tailoring advertising to specific cultural and religious observances. McDonald’s Germany’s move comes as companies increasingly seek to connect with diverse consumer groups, though the execution can be subject to scrutiny and debate.
