Ramadan is a challenging time for the food product category, even for Indomie, the number one instant noodle brand in Indonesia. Food display is limited to appease fasting Muslims and naturally food is the last thing in people’s minds. So how can Indomie build presence during this momentum? By tapping into a unique culture that only happens during Ramadan: Covering food display.

Inspired to also pay respect, Indomie created a special pack where its noodles have been replaced with a picture of an empty plate. It also hid the food in its ads depending on before or after fasting hours.

6 Bronze, Citra Pariwara 2020.