Beyond Festive Greetings: How Brands Can Truly Leverage Ramadan and Easter for Meaningful Engagement

By Ayodeji Razaq

Every year, as Ramadan and Easter roll in, brands flood social media with predictable
messages—“Happy Ramadan,” “Happy Easter,” special discounts, and limited-time offers.
These efforts may generate quick engagement but rarely leave a lasting impression. When the
season ends, so does the conversation.

Yet, these moments are more than marketing windows—they are deeply spiritual moments
rooted in faith, sacrifice, generosity, and renewal. Right now, millions are observing Ramadan,
embracing discipline, gratitude, and acts of kindness. Soon after, others will celebrate Easter,
reflecting on redemption, hope, and new beginnings. These aren’t just dates on a calendar; they
are powerful narratives that shape how people connect with their faith and communities.

The brands that truly make an impact don’t just acknowledge the season—they embody its
essence. They don’t just chase engagement; they create meaningful experiences. They don’t
merely participate in seasonal conversations; they shape them.

The difference lies in intent. People can feel when a brand is simply showing up for the season
versus when it is truly present. When done with heart, engagement isn’t just a momentary
spark—it becomes something deeper. It builds trust, loyalty, and a connection long after the
celebration ends.

Ramadan and Easter are not just celebratory moments; they bring unique experiences and
challenges that shape how people engage with brands. The companies that make an impact are
those that go beyond generic seasonal messaging and provide real value.

During Ramadan, daily routines shift significantly, from pre-dawn meals (Suhoor) to fasting all
day and breaking the fast (Iftar) at sunset. Understanding the importance of these moments,
Nigerian brands like Maltina have embraced the season through their annual “Show Kindness,
Share Happiness” campaign. This initiative goes beyond advertising; it fosters nourishment and
community by hosting Iftar gatherings, donating food supplies to families in need, and
encouraging acts of kindness that align with Ramadan’s core values.

In 2023, the brand tapped into the Easter spirit by sponsoring family-friendly events such as
“Easter Hippity Hoppity Bunnyland 3” at Eko Hotel, where families enjoyed brunches, arts and
crafts, and games. Maltina also supported comedy shows like “Gbenga Adeyinka Laff Mattaz
Unity Tour” in Ibadan, ensuring that laughter and celebration remained at the heart of the festive
period. These initiatives reinforce the brand’s dedication to promoting happiness and
togetherness across different seasons.

In the retail space, Royco’s ongoing “Together is Home” campaign has highlighted the
significance of family meals, particularly during Iftar. The brand ensures families can prepare
nourishing meals to break their fast together by providing meal inspiration, and recipes.

Similarly, Knorr’s “Share the Good” campaign has made Ramadan easier for families by offering
nutritional meal plans tailored to fasting needs, ensuring consumers are not just eating, but
eating well.

Beyond food, Lipton’s “Ramadan Do Good” campaign encourages generosity by inspiring
consumers to share meals and donate to those in need, reinforcing the essence of the season.
These brands succeed because they recognise Ramadan and Easter as opportunities to serve,
support, and strengthen community ties. The brands that truly resonate are those that don’t just
acknowledge the season but become a meaningful part of it.

The most impactful campaigns are not always the loudest. A food brand that quietly provides
free Iftar meals rather than simply promoting a Ramadan menu. A ride-hailing service that offers
discounted fares for those heading to night prayers, acknowledging the real-life struggles of
observance. A fashion retailer that collaborates with local artisans to create thoughtful Easter
gifts, celebrating craftsmanship rather than just selling another seasonal collection.

Brands that get it right do not need to spend the most money or shout the loudest. They simply
need to listen. So, ask yourself a different question before putting out the templated festive
greetings. Not “What can we sell during this season?” but “What can we do that truly matters?”

The brands that choose the latter will not just see engagement during Ramadan and
Easter—they will see loyalty that lasts far beyond it.

Ayodeji Razaq is the CEO of RED Media for Africa.