WT names 5 companies that are demonstrating true support for their muslim customers during this period of observance, which launched Ramadan CX campaigns: KitKat, ASDA, Bradford Hospital, English Football league, London's Happy Ramadan.
(Image Source)
GLOCurrently, the global Muslim community of 1.8 billion people is observing Ramadan (from March 22 to April 21), during which fasting is obligatory from dawn until sunset.
According to The New Muslim Report by Wunderman Thompson Intelligence from last year, a 1/3 of Muslim consumers claim to be more observant than their parents were at their age, making the fast even more significant. Despite growing polarization in many Western societies, there are several examples of traditionally non-Muslim organizations and companies that are demonstrating true support for their muslim customers during this period of observance and launched Ramadan CX campaigns.
Wunderman Thompson named top 5 companies:
KitKat Ramadan Gift box
KitKat Australia has unveiled a Ramadan-themed limited-edition gift box featuring 18-individual chocolates that have been reimagined for the occasion. The bite-sized treats feature the traditional KitKat flavor, but are in the shape of a Ramadan lantern and characters wearing traditional dress, including hijabs and thobes. The brand’s famous tagline has also been customized for holy month to read: “Share a Break this Ramadan.”
Asda Ramadan aisles
Due to the obligation to fast between sunset and dawn, observers of Ramadan usually transition to a two-meal day during the period, generally consuming calorie- and nutrient-dense food. To respond to this need, Asda supermarket has launched Ramadan aisles to merchandise relevant food options together, while simultaneously raising cultural awareness about the holy month.
Bradford Hospital Ramadan
Experience Bradford Teaching Hospitals in the UK have released a package of events and services called the Ramadan Experience to support their Muslim colleagues through the holy period and to encourage non-Muslim staff to show allyship. The initiative will include pop-up prayer rooms and accesses to fasting packs full of essential items. Non-Muslim staff can also ask for a Ramadan Ally badge to show their encouragement to their colleagues, while “skip lunch” Friday invites them to more actively show their support.
English Football League and Premier League
This year the professional soccer leagues in England, the Premier League and The English Football League, have both announced extra support for players observing Ramadan. For evening games taking place during sunset, referees have been told to find a moment to pause the game to allow Ramadan observers to break their fast. On Sunday, March 26th Chelsea Football Club also hosted an Open Iftar at its club, inviting people of all faiths to break their fast together.
London’s Happy Ramadan
For the first time this year London’s West End has created a light display to celebrate the holy month of Ramadan. Coventry Street, between Piccadilly Circus and Leicester Square is now illuminated with 30,000 lights including the culturally relevant symbols of stars, the moon, Ramadan lanterns and a sign reading “Happy Ramadan”. For years the West End has put up similar light displays to celebrate the Christmas period and that served as the inspiration for the Ramadan lights, which hope to spread knowledge of the religious month.
