Mina Halal’s (Maple Leaf Foods) digital ad campaign for Ramadan, “Ads That Fast with You,” used empathy to connect with Muslim Canadians in the GTA. Since Ramadan requires the community to fast for 12 to 18 hours a day, the ads showed empty yellow and white plates moving through the sky in sync with the sun and moon.

It leveraged The Weather Network’s weather-based, location-based sunrise, sunset, and moonrise data, combined with real-time user-location data, to deliver customized messages to target audiences. When it was time to break the fast at moonrise, the ads would show platefuls of Mina Halal chicken.

Marketing Awards 2023 - 2 Golds (Digital & Holiday/Seasonal Advertising)