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2026-02-27 07:29:07 -

Around 6.5% of Germany’s population is Muslim, and during Ramadan, McDonald’s Germany adjusted its billboard campaign

The company launched digital screens that sync with the sun. During daytime fasting hours, the ads show empty burger boxes and fries cartons . As soon as the sun sets and Muslims break their fast, the food gradually appears inside the packaging in real time . The idea was created by the German agency Scholz & Friends.

Germany is home to roughly 6 million Muslims. McDonald’s says the campaign reflects respect and cultural sensitivity . Supporters call it smart and inclusive marketing, while critics argue that a global fast-food brand removing its own products from ads for 6.5% of the population sends a message beyond simple advertising

One empty fries box — and suddenly the conversation is about much more than marketing

Around 6.5% of Germany’s population is Muslim, and during Ramadan, McDonald’s Germany adjusted its billboard campaign The company launched digital screens that sync with the sun. During daytime fasting hours, the ads show empty burger boxes and fries cartons . As soon as the sun sets and Muslims break their fast, the food gradually appears inside the packaging in real time . The idea was created by the German agency Scholz & Friends. Germany is home to roughly 6 million Muslims. McDonald’s says the campaign reflects respect and cultural sensitivity . Supporters call it smart and inclusive marketing, while critics argue that a global fast-food brand removing its own products from ads for 6.5% of the population sends a message beyond simple advertising One empty fries box — and suddenly the conversation is about much more than marketing

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