Ramadan is one of the most awaited and exciting times of the year for Muslims. For the entire day, those who celebrate wait for Iftar, when they are allowed to break their fast. In Turkey, the most important part of Iftar is the round flatbread called the Ramadan pita. It is not as easy as it sounds to buy a Ramadan pita. Every Ramadan, all the bakeries are overflowing with long lines of hungry customers waiting to buy their pita. While the elderly members of the family are waiting around the dinner table, younger members wait on these never ending lines. Besides being a tradition, buying a fresh and warm Ramadan Pita is not easy. Every year at Ramadan, news on the long pita queues are made on news channels and newspapers. Getting its inspiration from this insight, Knorr partnered with Foursquare to ensure that no good soup went cold.

Knorr offered a Ramadan miracle to mobile users -- shortening the bakery waiting lines,  so that they could catch Iftar a little quicker. Through Place Based Ads on Foursquare, users were invited to see the crowdedness level of nearby bakeries. These mobile ads were active all through the Ramadan so that users were directed to the landing page. A mobile microsite is created where users logged-in with their Foursquare profiles. On this mobile microsite users were able to find how crowded the nearby bakeries are. With the use of Foursquare Location Intelligence services, the location information of the user is used on the microsite. Foursquare users who have not checked-in at bakeries, but been to bakeries were also detected. With this data Knorr could calculate the crowdedness levels of the bakeries.

With the help of the Knorr Pita Line, users checked how crowded their local bakeries were 4.893.623 times. They were directed towards a less crowded bakery using the map 53.342 times. By the end of the campaign, there was a %1.09 CTR. Positive mentions of the brand increased 251% with the campaign. Thanks to Foursquare, Ramadan’s irreplaceable pitas met Iftar’s irreplaceable Knorr soups, proving that once and for all, ?ftar time is Knorr soup time.