Katjes and Antoni celebrate the Muslim community with a Ramadan poster

Katjes and agency partner Antoni Jellyhouse are using language to make a statement in a new out-of-home campaign – celebrating the Muslim community with a message in Arabic. The occasion is the start of the fasting month of Ramadan.

Ramadan begins on the evening of February 18th and lasts until March 19th. To specifically target Muslims in Germany and simultaneously promote its own halal products, Antoni Jellyhouse developed a design for Katjes that is being displayed on outdoor advertising spaces nationwide. The poster, in the brand's signature pink, features the headline "Happy Breaking of the Fast" in Arabic. This message is complemented by the German subtitle "For a blessed Ramadan" and the brand's self-serving tagline "Nasch Halal" – since most Katjes products are made without animal gelatin and have recently been certified halal.

With this poster, the client and agency deliberately want to focus on the essentials. The Arabic script, as the central design element, is intended to attract attention while simultaneously conveying normalcy. According to Katjes, this minimalist approach aims to demonstrate their stance without being overly explicit, thereby combining their unique selling proposition (USP) compared to competitors like Haribo with a greeting to the Muslim community.