Right around the world, millions of Muslims observe Ramadan, a month of intense prayer, dawn-to-dusk fasting and nightly feasts. Ramadan is a great time to advertise your product. Think about how specific advertising can be used during specific holidays to hit target audiences when they otherwise wouldn’t be paying as much attention. For example: Creating Ramadan themed ad content for your particular product or service may catch the eye of a possible lead because they’re currently searching for Ramadan gifts for their family. Since there is a seasonal need for food and gifts during Ramadan, their attention is easier to grab. This seasonal or holiday-themed approach can be used for pretty much any holiday in which potential customers need a product related to that holiday. When it comes to Ramadan in particular, you can do great things with Ramadan advertising, especially when it comes to food and cuisine-related products that can be consumed during traditional pre- and post-fast feasts.
Ramadan Advertising Strategies & Targeting
From a Media Planning and Buying perspective, Gourmet Ads recommends for brands wanting to engage and influence Grocery Buyers using Contextual Targeting for their Ramadan Advertising Campaign.
Ramadan Contextual Targeting
Side Dish Recipes
Ramadan Audience Segments
These segments can be used uncoupled in your own DSP
2020 – 6th May – 4th June
2021 – 13th April – 12th May
2022 – 2nd April – 1st May
2023 – 22nd March – 20th April
2024 – 10th March – 8th April
What People Buy During Ramadan
We could easily say ‘everything’ in this section because Ramadan involves the simple act of giving gifts. Just about any business with a physical product can use Ramadan marketing effectively. Regardless, there are particular products that people tend to look for during Ramadan:
Abayas, a type of modest clothing that is often worn during Ramadan
A traditional backgammon set, which is often played during Ramadan festivities
Allah pendants or Allah-themed jewelry
Arabian fragrances and candles in scents like black violet or saffron.
Golden fruits, which are fruits like strawberries and cherries that are dipped in chocolate, crumbled nuts, and white chocolate treated with gold food coloring
Ramadan-themed decor like throw pillows, blankets, statues, etc.
Custom kanduras, which are a type of Muslim menswear that can be customized to be a special gift
Kafkans, a type of traditional modest clothing item worn by women
Comfortable and simple Arabian sandals, which are often worn by men during Ramadan
Forever Roses, which are a type of rose that is designed to live up to three years and are often given as gifts along with chocolates or dusted almonds
What People Eat and Drink During Ramadan
During Ramadan, strict fasting is observed from sunrise to sunset. However, Muslims still eat meals outside of this fasting time. Ramadan meals include “Suhoor,” the meals consumed before dawn, and “Iftar,” the fast-breaking feasts that occur after sunset. As with any holiday, family and friend gatherings always involve food and drink. There are a handful of traditional staples for Ramadan cuisine:
Clean and often flavored water
Vitamin supplements (to aid in fasting)
Lots of greens
Stuffed porota with minced meat