McDonald’s Germany is flipping the switch on its billboards for Ramada. During daylight hours, digital ads show empty burger boxes and fry cartons. When the sun sets, the food appears on screen in real time.
The campaign runs throughout the Islamic holy period and is timed to Iftar, the evening meal that breaks the daily fast. The changeover happens at the exact moment the sun dips below the horizon, synced using sunset data and local prayer times.
The ads carry the message “Happy Ramadan” and were developed by the German agency Scholz & Friends. During the day, the brand’s red-and-yellow packaging is displayed without burgers or fries inside. After dark, the same packaging fills up digitally.
Roughly six million Muslims live in Germany, representing between 6.4 and 6.7 percent of the population based on 2020–2021 figures. Ramadan requires observers to abstain from food and drink from sunrise to sunset. That means many people fasting are exposed to food advertising during the day.
According to GB News, the company used Digital Out of Home technology to adjust its content in response to the religious calendar. It described the concept as a more considerate approach to outdoor advertising during the fasting period.
McDonald’s has launched Ramadan-themed campaigns in other countries in past years, including Indonesia’s “Satu Rasa” initiative and Malaysia’s “Indahnya Ramadan” campaign. Those efforts also incorporated local cultural elements.
Online reaction in Germany has been mixed. One social media user called it “a very clever and culturally aware move.” Another described it as “a simple, practical and effective way to adapt an advertisement to respect the local culture.”
Critics questioned whether the campaign fits a Western market. One commenter wrote, “Germany is a Christian country if I'm not mistaken,” while another asked, “What about the majority of people who don't observe Ramadan? This ad campaign makes sense for the Middle East but not the West.”
The billboards will continue operating on the sun-based schedule for the remainder of Ramadan.
The campaign runs throughout the Islamic holy period and is timed to Iftar, the evening meal that breaks the daily fast. The changeover happens at the exact moment the sun dips below the horizon, synced using sunset data and local prayer times.
The ads carry the message “Happy Ramadan” and were developed by the German agency Scholz & Friends. During the day, the brand’s red-and-yellow packaging is displayed without burgers or fries inside. After dark, the same packaging fills up digitally.
Roughly six million Muslims live in Germany, representing between 6.4 and 6.7 percent of the population based on 2020–2021 figures. Ramadan requires observers to abstain from food and drink from sunrise to sunset. That means many people fasting are exposed to food advertising during the day.
According to GB News, the company used Digital Out of Home technology to adjust its content in response to the religious calendar. It described the concept as a more considerate approach to outdoor advertising during the fasting period.
McDonald’s has launched Ramadan-themed campaigns in other countries in past years, including Indonesia’s “Satu Rasa” initiative and Malaysia’s “Indahnya Ramadan” campaign. Those efforts also incorporated local cultural elements.
Online reaction in Germany has been mixed. One social media user called it “a very clever and culturally aware move.” Another described it as “a simple, practical and effective way to adapt an advertisement to respect the local culture.”
Critics questioned whether the campaign fits a Western market. One commenter wrote, “Germany is a Christian country if I'm not mistaken,” while another asked, “What about the majority of people who don't observe Ramadan? This ad campaign makes sense for the Middle East but not the West.”
The billboards will continue operating on the sun-based schedule for the remainder of Ramadan.
