Home » Knowledge hub » Don’t Miss Out on Eid: How Brands Can Create Engaging Campaigns Around Muslim Holidays


With the Muslim population expected to reach 2.2 billion by 2030, the importance of marketing campaigns centered on Muslim holidays cannot be overstated. These campaigns offer brands a one-of-a-kind opportunity to connect with a diverse and rapidly expanding consumer base while also establishing brand loyalty and authenticity.

But it’s not just about focusing on a specific demographic. Marketers must strive for authenticity and sincerity in their campaigns in order to truly connect with this audience. Tokenism and surface representation will not suffice to foster genuine connections and loyalty. Instead, it is critical to spend time learning about the Muslim community and developing campaigns that are meaningful and reflective of their experiences and beliefs.

During Ramadan, a month of fasting, for example, many Muslims refrain from eating and drinking during the day. This provides marketers with an opportunity to create campaigns that emphasize the spiritual aspects of Ramadan rather than indulgence or consumption. Brands can connect with Muslim consumers on a deeper level by approaching this holiday with cultural sensitivity and a focus on the deeper meanings and traditions of Ramadan.

How Albert Heijn’s Ramadan campaign created value

While it is common for supermarket brands to create campaigns for holidays such as Christmas, Easter, and Valentine’s Day, Albert Heijn’s decision to launch a Ramadan campaign was a novel and exciting move. By recognizing that a significant portion of their target audience was not being served by traditional holiday campaigns, Albert Heijn took proactive steps to address this gap and create a campaign that was more inclusive and relevant to this demographic.

This targeted approach not only allowed Albert Heijn to better serve its target audience, but also provided valuable insights into this demographic that can be used to inform future marketing efforts. Overall, this campaign demonstrates the importance of considering the diverse needs and preferences of a brand’s target audience and taking proactive steps to create inclusive marketing campaigns that reflect and serve these diverse groups.

Building brand loyalty

Campaigns centered on Muslim holidays can help to establish brand loyalty in addition to connecting with a diverse group of consumers. Many Muslims prefer to shop with brands that recognize and celebrate their holidays and values, and by designing campaigns around these holidays, marketers can demonstrate their commitment to the Muslim community as well as their understanding and respect for their culture. This can help to strengthen the bond between Muslim consumers and the brand, resulting in increased customer loyalty.

Furthermore, campaigns centered on Muslim holidays are an effective way to reach a broader audience. Cultural sensitivity of these campaigns can go a long way in building trust and attracting a wider audience in a market where 63% of people feel underrepresented in advertising and 72% of people are more likely to trust brands with authentic advertising.

So, as the Muslim population continues to grow and become a major force in the global market, don’t miss out on the opportunity to connect with this diverse and rapidly-growing consumer base. By approaching Muslim holidays with cultural sensitivity and authenticity, brands have the chance to establish strong relationships, build brand loyalty, and reach a wider range of consumers.

Important Insights

Muslims around the world observe several holidays that are important to their faith and culture. These holidays include Eid al-Fitr, Eid al-Adha, and Ramadan. Here is an overview of these holidays and their expected dates in 2023 and 2024:

  1. Ramadan: month of fasting, prayer, and reflection. One of the Five Pillars of Islam. 2023: March 22 to April 21. | 2024: March 10 to April 9.
  2. Eid al-Fitr: marks the end of Ramadan, a time of celebration and feasting with family and friends. 2023: April 21. | 2024: April 9.
  3. Eid al-Adha: a time of prayer and sacrifice. Many Muslims also perform the hajj during this time. 2023: June 28. | 2024: June 16.

These dates are based on the Islamic calendar and may vary due to the sighting of the moon.