What brands can learn from McDonald's Ramadan campaign in Indonesia

McDonald's Indonesia is capturing the essence of Ramadan with a campaign that goes beyond food to celebrate what matters most during the holy month—family connections.

Their 2025 Ramadan initiative centers around the meaningful phrase "Satu Rasa"—One Heart, One Taste—which beautifully reflects a cultural truth in Indonesia: the dining table isn't just for eating, but a place where families reconnect and share their stories.

The campaign introduces a locally inspired limited-time menu: Ayam McD Lengkuas with Sambal Bajak, crafted to honor Indonesian culinary traditions while bringing people together.

In this article, we'll explore the campaign's significance, why Ramadan is such an important marketing season in Indonesia, key takeaways from McDonald's approach, and highlight other notable Ramadan campaigns.

Short on time?

Here is a table of content for quick access:

• What is the campaign all about?
• Why are so many brands launching campaigns during Ramadan in Indonesia?
• Key insights from McDonald’s Ramadan campaign
• Looking for more Ramadan campaign ideas?

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What is the campaign all about?

At the heart of McDonald's Ramadan effort is a touching short film featuring two brothers navigating typical sibling rivalry during the holy month. The older brother reports the younger one for skipping a fast, and in return, faces pranks and loses his prized chicken skin. Yet when the Iftar call sounds, they find themselves reunited at McDonald's, where their shared meal becomes a wordless reconciliation.

The film, produced by ThinkTank Production and directed by Chevie Law in collaboration with Leo Burnett Indonesia, resonates deeply with Indonesian families.

“In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences dissolve and bonds strengthen,” said Caroline Kuriadjaja, Associate Director of Marcomm at McDonald's Indonesia. “This Ramadan, we wanted to offer a meal that not only tastes good but also brings families closer.”

The campaign has already made a significant impact on social media, with the video garnering over 627,000 views on Instagram and reaching 1.8 million views on TikTok—demonstrating the brand's strong connection with its audience.

Growing up in Indonesia, I truly get the meaning behind that message. I can’t remember ever eating at home anywhere other than the dining table. My parents were strict about it—and now I understand why. It wasn’t just about food—it was about reconnecting.

Whether we were talking about school, joking about our day, or simply enjoying quiet moments, dinner at the table was when we came together. And it's not just in Indonesia; sitting together at the dining table is a universal way to strengthen family bonds.

That’s why a dish like Ayam McD Lengkuas with Sambal Bajak hits different. It’s not just food—it’s comfort, it’s nostalgia, it’s home. A plate of fried chicken topped with galangal seasoning, warm rice, scrambled egg, and a splash of Fruit Tea Blewah.

And if you know how much love it takes to give someone your chicken skin, you know exactly why this campaign feels so familiar.

Why are so many brands launching campaigns during Ramadan in Indonesia?

For businesses in Indonesia, Ramadan represents a unique marketing opportunity with unmatched potential for engagement and connection. With 99% of 236 million Muslims (84.35% of the population) actively participating in Ramadan, the scale and significance of this period cannot be overstated.

Several important factors explain why brands prioritize Ramadan campaigns:

1. Increased consumer spending

A 2023 survey revealed that 60% of Indonesians increase their spending during Ramadan. Food plays a central role in this seasonal spike, with Indonesians allocating approximately 45% of their Ramadan budget to food and beverages.

2. Community gatherings take center stage

A recent 2025 survey showed that 75% of Indonesians plan to attend or have already participated in Iftar gatherings, highlighting the communal nature of breaking fast during Ramadan.

3. Cultural and emotional significance

Ramadan transcends religious observance in Indonesia—it influences daily routines, social interactions, and consumer behavior throughout the holy month.

This aligns with Bank Indonesia's forecast of a 0.8% month-on-month growth in retail sales for February 2025, driven by increased demand for communication equipment, clothing, and motor vehicle fuel ahead of Ramadan and Eid al-Fitr.

However, recent economic reports suggest that while consumer spending typically rises during Ramadan, growth may be more subdued in 2025 due to economic uncertainties affecting purchasing power.

For marketers, this means successful Ramadan campaigns must go beyond promotional offers to create meaningful emotional connections. McDonald's isn't simply introducing a new menu item—they're celebrating the values that make Ramadan special for Indonesian families.

Key insights from McDonald’s Ramadan campaign

McDonald's Ramadan campaign illustrates how creating an emotional connection with consumers can be a powerful tool in marketing. By focusing on the bond between family members and the act of sharing a meal, McDonald's taps into the deeply ingrained cultural values of Indonesians.

The dining table isn't just a place for food—it's a space where family ties are strengthened and differences set aside. This emotional approach speaks directly to the heart of the Indonesian experience during Ramadan, showing how meaningful storytelling can drive deeper engagement.

Another important insight from this campaign is the significance of cultural relevance. The campaign didn’t just sell a product—it sold an experience that felt authentic and familiar to the target audience.

By emphasizing shared meals, a core component of Ramadan celebrations, McDonald's ensured that its message resonated with viewers. For brands, this serves as a reminder that understanding and incorporating local traditions is crucial to successful marketing.

In a similar vein, McDonald’s Japan recently launched a campaign that reflects its own cultural nuances. Their collaboration with J-pop artists like YOASOBI and Ado for the "Tirori Mix" campaign taps into the growing popularity of J-pop and VTubers, aligning the brand with what resonates with the local audience.

This shows that McDonald's continues to adapt its marketing strategies to fit the unique cultural contexts of the markets it operates in, whether it’s during Ramadan in Indonesia or through entertainment in Japan.

Looking for more Ramadan campaign ideas?

For more inspiration on effective Ramadan marketing, consider these notable campaigns:

• BCA’s heartwarming Ramadan short film
• Flash Coffee’s Ramadan activation through digital channels
• Wardah’s long-term strategy for winning Ramadan marketing

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.

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