Ramadan is a time of reflection, generosity, and community, making it one of the most significant times for brands in the Middle East to engage with audiences in a meaningful way. However, as the Holy month comes to an end, we should be thinking about how brands can extend the spirit of Ramadan beyond seasonal campaigns and build long-term, purpose-driven storytelling strategies?
Purpose-driven PR goes beyond traditional marketing. It is about authentically aligning a brand’s values with the needs and expectations of its audience. Ramadan provides an annual opportunity for brands to connect with consumers on an emotional level, but the real challenge—and opportunity—lies in sustaining that connection throughout the year.
By drawing on Ramadan’s core themes of generosity, gratitude, and community, brands can craft compelling narratives that not only enhance their reputation but also deepen consumer loyalty. There are some brands that have done this particularly well across Saudi Arabia and the UAE:
- From seasonal giving to year-round CSR
During Ramadan, many brands engage in charitable initiatives, but the most impactful efforts are those that continue beyond the Holy month. A standout example is STC (Saudi Telecom Company), which regularly launches Ramadan initiatives focused on digital inclusion and social good. However, rather than limiting its efforts to one month, STC integrates CSR into its broader business strategy, supporting initiatives like digital literacy programmes for underprivileged communities year-round.
Similarly, in the UAE, retail and hospitality giant Majid Al Futtaim (MAF) runs extensive Ramadan campaigns under its ‘Make a Difference’ initiative, encouraging customers to donate essential goods. Beyond Ramadan, MAF maintains its commitment to social impact through sustainability programmes and community-driven initiatives, reinforcing its brand purpose throughout the year.
- Authentic storytelling: Moving beyond commercialisation
One of the key lessons from Ramadan campaigns is the power of storytelling. Consumers are highly attuned to authenticity, and brands that simply capitalise on Ramadan without a genuine connection to its values risk being seen as opportunistic.
A prime example of authentic brand storytelling is Noon, the e-commerce platform. Rather than just offering Ramadan discounts, Noon creates heartfelt campaigns that highlight real stories of small business owners and their journeys. By focusing on empowerment and community, Noon crafts narratives that resonate with consumers long after the sales season is over.
Another strong example is Etihad Airways, which in previous years has leveraged Ramadan to share personal, human-centred content that celebrates unity and cultural appreciation. These types of campaigns showcase how brands can use Ramadan as a launchpad for deeper, more enduring storytelling efforts.
- Community engagement that lasts
Ramadan fosters a spirit of togetherness, and brands that successfully engage with their communities beyond the Holy month tend to build stronger, long-term connections. Almarai, one of Saudi Arabia’s largest dairy companies, is known for its heartfelt Ramadan commercials that focus on family values and tradition. But Almarai doesn’t stop there—it continuously engages with communities through initiatives supporting local farmers and food security programmes, ensuring its brand remains connected to the values it promotes.
In the UAE, Careem, the ride-hailing and delivery service, often launches Ramadan campaigns centred around acts of kindness, such as free rides for delivery drivers. However, its broader ‘Everyday Super App’ strategy is deeply rooted in community support, with ongoing efforts to improve driver welfare and social mobility—extending its Ramadan messaging into tangible, long-term impact.
For PR professionals, the takeaway is clear: the most successful Ramadan campaigns are those that seamlessly transition into year-round strategies. Brands should therefore consider:
- Embedding purpose into their business model – Aligning PR efforts with long-term CSR and sustainability commitments.
- Crafting narratives that prioritise people over promotions – Showcasing real stories and genuine impact.
- Continuing community engagement beyond Ramadan – Ensuring social impact campaigns remain active throughout the year.
By applying these principles, brands can move beyond seasonal engagement and build lasting relationships based on trust, purpose, and authenticity—creating a PR strategy that truly stands the test of time. If you’d like to explore how you might be able to apply this to your brands, or simply have a brainstorm and a chat, please do email sam@footstepcommunications.com
