2026 Community Ramadan Campaign
US & UK
The Challenge
Ahmad Tea, the 5th largest tea brand in the world, came to us with something rare: a brief built around meaning, not metrics. No reach mandates. No impression targets. Just a genuine desire to show up for Muslim communities during the most important month of the year.
After receiving this dream brief, we kept coming back to one question: what does Ramadan actually mean and how do we embody those values?
The Approach
We designed a campaign anchored in what Ramadan actually feels like: the warmth of a noisy home. The chaos and the calm. The stranger who becomes a friend across a table. Ahmad Tea wasn't positioned as a sponsor, it was woven into the ritual itself.
United States
We partnered with 5 trusted community voices: storytellers, poets, food bloggers, and lifestyle creators rooted in South Asian, Muslim, and Arab communities across New York and California. Each hosted their own intimate Iftar, in their own home, in their own way.
United Kingdom
In London, we partnered with Parho Book Club to host an at-home Iftar with book club members and creatives, timed intentionally to World Book Day, weaving literary community into the spirit of the campaign.
The Impact
7x
Iftars hosted across two countries
100+
People gathered around a table
640k
Combined estimated reach across both markets
Brand advocacy, built from experience
Attendees gifted Ahmad Tea to family for Eid. People who had never encountered the brand became advocates because of a memory they made at a table.
New brand memories in new markets
Perception shifted within communities that major brands rarely reach authentically. Ahmad Tea was experienced at the root and not observed from the outside.
Community trust as distribution
By working through trusted community voices rather than mass influencers, the campaign traveled through genuine social networks built on relationship, not follower count.
Multi-market proof of concept
One campaign framework, activated authentically across two countries with distinct community contexts, proving that cultural fluency scales when it's built in from the start.
