McDonald's removes all images of food from adverts in Germany during daylight hours due to Ramadan

The digital posters feature the company's iconic red-and-yellow chip containers and closed burger boxes stripped of their contents while Muslims observe their daily fast.

At the precise moment the sun dips below the horizon, the same packaging appears to fill up in real time, coinciding with Iftar, the evening meal that marks the end of each day's fast.

German creative agency Scholz & Friends developed the campaign, which centres on stripping away the food in respect of those fasting.

The billboards carry the greeting "Happy Ramadan" and utilise sun-synced data combined with local prayer times to determine precisely when the transformation occurs.

During daylight fasting hours, observers abstain from all food and drink, frequently encountering outdoor advertisements showcasing appetising meals.

According to Invidis, the fast food giant sought to sidestep this by paring back its imagery until nightfall, employing Digital Out of Home technology to deliver what the agency has described as a more "considerate" and culturally sensitive advertising approach.

Approximately six million Muslims in Germany observe the religious holiday annually, representing between 6.4 and 6.7 per cent of the nation's total population according to data from 2020-2021.

Ramadan holds the distinction of being the holiest month in the Islamic calendar, requiring observers to refrain from eating and drinking from sunrise until sunset.

The campaign has attracted significant attention online, with a post from the Threads account Ads With Benefits noting that "McDonald's removed all the food from its own digital billboards," garnering more than 63,000 views.

Industry observers suggest the initiative reflects a growing trend towards context-aware outdoor advertising that responds to cultural occasions as they unfold.

Public response to the campaign has been divided. One social media user praised it as "a very clever and culturally aware move."

Meanwhile, another commenter described it as a "simple, practical and effective way to adapt an advertisement to respect the local culture."

However, critics have questioned whether the approach suits a Western market.

One person remarked: "Germany is a Christian country if I'm not mistaken," whilst another asked: "What about the majority of people who don't observe Ramadan? This ad campaign makes sense for the Middle East but not the West."

McDonald's has previously developed culturally tailored Ramadan campaigns elsewhere.

This includes Indonesia's Satu Rasa initiative and Malaysia's Indahnya Ramadan campaign, both incorporating local customs and storytelling traditions.