McD's Indonesia apologises for happy moments missed the past year in Ramadan film

This Ramadan, McDonald's Indonesia is apologising for the year gone by, the birthdays missed, break fast moments skipped, and the everyday celebrations which McDonald's was always a part of but in 2020 it had to miss.

For its latest festive campaign, McDonald's and Leo Burnett Indonesia started with the understanding that Ramadan communication always celebrated the values of togetherness and kindness. However, another key pillar of the festival, which is forgiveness in a time of self-reflection, is largely overlooked, according to McDonald's. Hence, the team used this insight to deepen its connection with consumers.

"A heartfelt apology from us to our consumers for not being able to serve them well enough last year, despite our best intentions. However, we also promise to keep trying to bring back the feel-good times," McDonald's said.

Meanwhile, MD Michael Hartono added that this year's Ramadan is filled with hope yet laced with immense caution. "McDonald’s over the past year has continued spreading optimism but we yet recognise that we are not out of the woods yet. We want to be a part of festival celebrations without appearing not to recognize our audience concerns," he added.

At the same time, McDonald's is also helping families recreate their Ramadan rituals at home. Breaking fast at McDonald's, for example, is a highlight that families especially children, look forward to. Understanding that some families are still hesitant to venture out, the brand sought to inspire them to create the warmth of those moments at home.

Its HomeD campaign shows how families can get together to help recreate a moment for their children's cravings for this ritual, using its special Ramadan menu. By being creative and collaborative, McDonald's said families will be able to create a makeshift McDonald's surprise and continue their Ramadan celebrations at home. Directors Think Tank was involved in the production of HomeD, alongside Leo Burnett.