Ramadan campaign planning checklist for MENA brands

Ramadan is the region's super-season: media consumption peaks, routines flip, and brand warmth matters more than discounts. Here is the checklist we use.

6–8 weeks before

• Lock budget: CPMs rise 30–50% during the month
• Decide your one Ramadan ritual to own (iftar, suhoor, giving, family time)
• Produce hero creative and a bank of daily content

Content phases inside the month

• Week 1: routines settle — utility content (timings, recipes, tips)
• Weeks 2–3: emotional storytelling and community moments
• Last 10 days: shift to Eid preparation and gifting

Timing rules

• Schedule ads for pre-iftar (4–6pm) and late night (9pm–1am)
• Never show eating or drinking in daytime placements
• Expect slower delivery and communicate honestly about cutoffs

The Eid transition

Your Eid campaign launches inside Ramadan, not after it. Gifting purchases peak in the final week — brands that wait for Eid day miss the season entirely.