6 million Muslims live in Germany. 82% practice their faith on daily basis. During Ramadan, the majority experiences stress because of the high amount of food images that wallpaper the cities.

We do not have numerical results, but we have collected something much better. The campaign has received unanimously great feedback from religious representatives, like Burhanettin Dag, Theologian and Philologist at the Islamic Centre of Hamburg, as well as only positive reactions from both Muslims and non-Muslims living in Germany.

With zero paid media in addition to billboards, we have stimulated conversation, increased Sentiment Score and created online buzz. Helping a community of six million people to be accepted and included.

In Germany, it has been a highly polarizing question for years: Does Islam belong to Germany? At the time, Chancellor Merkel clearly answered in the affirmative, but according to a survey, 45% would not agree (Alice-Schwarzer-Stiftung, 06.21). Yet 6 million Muslims live in Germany (BAMF, 2020). The big problem: Islam is portrayed in a very negative and one-sided way in public. Ramadan as the central time of the Islamic faith is the best opportunity for McDonald’s to show almost 6 million German Muslims: you are part of our society, and your traditions are respected.

There are 6 million Muslims living in Germany today. 82% of them practice their faith on daily basis. During Ramadan, most Muslims are stressed by high amount of food images that wallpaper the cities. For them, this means that they are still poorly respected and not integrated. Even though Germany is a tolerant and inclusive country, no big brand has spoken recognized Ramadan on such a large scale. Until now.