Must Have Characters Join the Vapiano Iftar Table

Vapiano launches global “Vappy Ramadan” campaign in collaboration with Mud Orange, celebrating the fun and loveable personalities that brighten up every Iftar table.  

Launched a week ahead of Ramadan, the campaign was co-written by Muslim Comedian Ola Labib to bring out the genuine fun Muslims are all so used to when dining out for Iftar. Iftar is the evening meal with which Muslims end their daily Ramadan fast. 

The campaign video features an organiser getting their family together for Iftar at Vapiano. From the “foodie” who wants to eat practically everything off the menu after a long day of fasting, the “social influencer” capturing all the essential shots before anyone can dig in, and the “timekeeper” who’s eager to call in iftar with unmatched precision.  

Vappy Ramadan is Vapiano’s first campaign aligning with their brand purpose to bring people together and create memorable experiences. It was produced by Mud Orange, an award-winning creative studio specialising in niche audiences. The campaign will be rolled out across the UK, Europe, Middle East, and America across various mediums and formats.

Vikki O'Neill, global marketing director at Vapiano said, “We are thrilled to introduce 'Vappy Ramadan' a campaign that encapsulates the essence of Iftar gathering that we see on a daily basis during Ramadan. With this campaign our goal is to celebrate those irreplaceable moments of joy and community that come to life around the table. By working with Mud Orange, we've been able to capture the genuine fun and familial warmth that characterises the month, making every Vapiano restaurant a spot for breaking fast over our fresh pasta. This campaign is a tribute to the loveable characters that make every Iftar special, and we're excited to welcome everyone into the Vapiano family this Ramadan.” 

The campaign stills have witty headlines that speak to those observing Ramadan, bringing together the quirks of Iftar and delicious Vapiano fresh food.

“Ramadan advertising tends to obsess over the technicalities of suns and moons instead of engaging with real people and relatable moments. This campaign breaks that mould by having a little fun. We wanted to celebrate the quirky characters that are near and dear to us, making Vapiano a natural choice for Iftar.”, said Ala Uddin, ECD at Mud Orange.

Matt Bramford, global head of creative at Vapiano added, “Working with Mud Orange on Ramadan has really helped us to represent our guests authentically and creatively, rather than relying on the usual Ramadan cliches, something we’ve been guilty of in previous campaigns. The finished product is true to our guests and celebrates them in a unique way, and I’m looking forward to seeing the rollout here in the UK and globally.” 

The universal appeal of the campaign lays in the relatable caricatures that Muslims can relate to. These are characters everyone is familiar with one way or another, regardless of where and how they are celebrating Ramadan.