Indonesia – Embracing the spirit of Ramadan, McDonald’s Indonesia has partnered with Leo Indonesia to unveil a heartwarming campaign that highlights the power of family bonds and shared meals.
The campaign revolves around the concept of ‘Satu Rasa,’ which carries a dual meaning in Bahasa Indonesia: “One Heart, One Taste.” It reflects the deeply rooted belief that the dining table is more than just a place for meals—it is a sacred space where differences are set aside, and unity is fostered through the shared experience of food.
Bringing this concept to life, the campaign film follows two playful brothers—one tattling on the other for skipping his fast, sparking a mischievous retaliation at Suhoor. But as they break fast together at McDonald’s, their bond prevails, serving as a heartfelt reminder that family is life’s greatest gift.
The campaign also highlights McDonald’s Indonesia’s locally inspired limited-time menu, Ayam McD Lengkuas with Sambal Bajak. The film depicts how the aroma of the dish and the bold flavours of Sambal Bajak bring loved ones together, turning a simple meal into a meaningful moment. It reflects the broader cultural tradition of food as a unifying force, fostering connection across different backgrounds.
Caroline Kuriadjaja, associate director of marcomm at McDonald’s Indonesia, shared, “In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences are dissolved and bonds are strengthened.”
“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,” she added.
McDonald’s Indonesia encourages families to embrace unity this Ramadan with its limited-time offering, Ayam McD Lengkuas with Sambal Bajak. The meal reflects the tradition of sharing food as a way to bring people together during the holy month.
