McDonald’s Creative AdCampaign Displayed a Live Iftaar Hourglass to Show When It’s Ok To Break Fast

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Throughout the holy month of Ramadan, Muslims around the world fast between sunrise and sunset, breaking fast at sunset is considered the meal of Iftar. Brands are not permitted to advertise food during this whole period in Saudi Arabia, but McDonald’s has found a rather creative way to market the brand during this month.

Their firm, Leo Burnett, developed the Iftar Sand Clock, a simulated live hourglass, which monitors the time before Iftar every day, and is also the countdown to when McDonald’s opens in the evening during the fasting season. Such sand clocks are crafted in the form of a Big Mac, a McFlurry, and a fries. The work is being run on social media and on outdoor screens at McDonald’s drive throughs.