McDonald's Indonesia rekindles family bonds with Ramadan campaign

McDonald's Indonesia is embracing the spirit of Ramadan with a campaign that highlights the power of shared meals in bringing families closer. This year, the fast-food giant introduces a locally inspired limited-time menu: Ayam McD Lengkuas with Sambal Bajak, capturing the essence of Indonesian flavours and traditions.

At the heart of McDonald's Indonesia's 2025 Ramadan campaign is the phrase Satu Rasa, which translates to One Heart, One Taste. This dual meaning reflects a cultural truth in Indonesia–that the dining table is a sacred space where differences are set aside, and harmony is restored through the simple act of sharing food.

The campaign's centrepiece is a short film featuring two young brothers whose sibling rivalry plays out during the fasting month.

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The older brother reports the younger one to their mother for not completing his fast, leading to mischievous retaliation: a noisy disturbance during Sahur and the theft of his elder sibling's prized chicken skin. Yet, when Iftar arrives, the boys find themselves reunited at McDonald's, demonstrating that family ties are stronger than fleeting quarrels.

The campaign was produced by ThinkTank Production and directed by Chevie Law, in collaboration with agency Leo Burnett Indonesia.

"In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences dissolved and bonds strengthened," said Caroline Kuriadjaja, associate director of Marcomm at McDonald's Indonesia. "This Ramadan, we wanted to honour this tradition by offering a meal that not only tastes delicious but also brings families closer. Our new Ayam McD Lengkuas with Sambal Bajak are more than just food; they are a catalyst for creating sweet moments of connection."

The film captures the emotional impact of food, as the rich aroma of Ayam McD Lengkuas and the fiery Sambal Bajak serve as an unspoken invitation for loved ones to gather. The story aims to highlight how McDonald's Indonesia continues to be a place where people, no matter their differences, can come together and share in the joy of the holy month.

Ayam McD Lengkuas with Sambal Bajak is fried chicken topped with fragrant galangal seasoning, paired with warm rice, soft scrambled egg, and a refreshing Fruit Tea Blewah.

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