McDonald’s Indonesia is embracing the spirit of Ramadan with a heartwarming campaign that highlights the joy of sharing meals with loved ones. At the heart of this initiative is a special limited-time offering: Ayam McD Lengkuas with Sambal Bajak, a locally inspired dish crafted to bring people together over flavors they love.
The campaign revolves around “Satu Rasa”, a phrase in Bahasa Indonesia that carries a dual meaning—“One Heart, One Taste.” It symbolizes the belief that the dining table is a place of unity, where food fosters connection and strengthens family bonds.
This year’s Ramadan campaign brings this idea to life through an endearing story of two young brothers. Their playful sibling rivalry unfolds as the elder brother tattles to their mother about his younger sibling skipping his fast, prompting the mischievous younger one to retaliate—by noisily disturbing his Suhoor and sneakily stealing his prized chicken skin. This lighthearted moment beautifully captures how, despite small quarrels, food ultimately brings family members closer, reinforcing the essence of togetherness during Ramadan.
When it comes time to break fast over a heartwarming Ramadan meal at McDonald’s, the two young brothers come together again despite their differences — a gentle reminder of the greatest gift there is: Family.
“In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences dissolved and bonds strengthened,” said Caroline Kuriadjaja, Associate Director of Marcomm at McDonald’s Indonesia.
“This Ramadan, we wanted to honor 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.”
The film captures the moment when the aroma of Ayam McD Lengkuas and the spicy kick of Sambal Bajak draw loved ones together, transforming an ordinary evening into a memorable occasion. It highlights how McDonald’s Indonesia serves as a place where everyone can come together, regardless of their backgrounds, to share in the sweetness of life.
McDonald’s Indonesia invites everyone to embrace the spirit of unity this Ramadan while sharing its latest menu item: Ayam McD Lengkuas with Sambal Bajak, featuring McDonald’s fried chicken served with savory galangal sprinkles and delicious sambal bajak, warm rice, soft scrambled egg and refreshing Fruit Tea Blewah. Available for a limited time at McDonald’s restaurants across Indonesia, these dishes are a testament to the power of shared meals and the transformative power of togetherness during this holy month.
- Credits
- McDonald’s – Ayam McD Lengkuas dengan Sambal Bajak
- Client: McDonald’s Indonesia
- Director of Marcomms, CBI & Digital: Michael Hartono
- Associate Director of Marketing: Caroline Kurniadjaja
- Marketing Manager: Anastasia Walla
- Assistant Marketing Manager: Widya Novianta
- Marketing Executive: Ria Waraswati
- Agency: Leo Burnett Indonesia
- CEO: Sony Nichani
- CCO: Ravi Shanker
- Executive Creative Director: William Mathovani
- Business Director: Adnin Ardhias
- Head of Planning: Nilakshi Medhi
- Senior Copywriter: Oei Sonny
- Senior Copywriter: Ray Satriaputra
- Senior Art Director: Levina Christy
- Group Account Director: Bhara Mariska Felder
- Account Manager: Indah Perdana Kusuma
- Assoc. Planning Director: Andreas Kennardi
- Sr. Planning: Randi Rakasiwi
- Junior Art Director: Muhammad Yusuf
- Junior Art Director: Sarah Aghnia
- Senior Project Manager: Vidiyanti Shariff
- Production Lead: Anti Istianti
- Senior Producer: Shabrina Nugroho
- Production:
- Production Company: ThinkTank Production
- Director: Chevie Law
- DoP: Gandang
- Executive Producers: Intan Sham
- Post Production: Tank3 Asia
- Audio Post: Manna Inc
