McDonald’s Germany has rolled out a Digital Out‑of‑Home (DOOH) advertising campaign during the Islamic holy month of Ramadan that changes its content based on daily fasting and sunset times. The initiative runs across digital billboards in key urban locations in Germany.
The campaign, titled ‘Happy Ramadan’ was developed with German marketing agency Scholz & Friends. It uses software that synchronises billboard content with the position of the sun, adapting the creative throughout the day.
Under the DOOH strategy, food images normally associated with McDonald’s, such as burgers, fries and other menu items, are removed from digital displays during daylight hours (sunrise to sunset) when Muslims observe fasting.
As the sun sets and Iftar begins (the time when fasting is broken each day during Ramadan), the digital screens automatically update to display full meal visuals, including food visuals inside McDonald’s packaging.
McDonald’s Germany’s campaign was designed with reference to population statistics that show around six million Muslims live in Germany, many of whom observe Ramadan annually.
The Happy Ramadan execution has been recognised in advertising and design award programmes. Credits and accolades include entries at the Cannes Lions, London International Awards and Eurobest.
In addition to independent award recognitions, the work is documented in industry showcases such as The One Show in the Multicultural Impact category, listing agency, media and creative credits associated with the project.
As part of a franchise system, McDonald’s restaurants in Germany are predominantly operated by local franchisees, with a high percentage of restaurants owned and managed by independent business owners under the McDonald’s brand. This network supports the company’s advertising and marketing initiatives across the country, including DOOH and localised campaigns.
