Food commercials were aired before Ramadhan began, and during the fast, the exact commercials were re-run, this time wrapped in McDonald’s wrappers to avoid craving.In-store on the menu board, when people broke fast, the images of food were unwrapped.The McDonald’s iconic pylon was wrapped during fasting hours to get attention from passersby.

This campaign functions as a corporate campaign in Indonesia to bridge the gap between Muslims and a foreign brand like McDonald’s, and the month of Ramadhan is the perfect way to start the conversation and to be part of their lives. The business results will be seen throughout the year till the next Ramadhan.