From Campaign to Culture: Winning Ramadan with #PastiKebagian
Year
2026
Industry
Food & Beverages
Deliverables
Ramadan Campaign Brand Activation Social Media Content Strategy
Project Team
Stephanie Regina Vincent K Putri Azzahra Sultiyowati Khairunisa Muhammad Hafizh Aurelia Aretha Millen
Fried Chicken Master repositioned its Ramadan offer as an easy group iftar solution through #PastiKebagian. The campaign combined social, in-store, and office activation to connect online and real moments. It delivered strong impact, reaching 714K+ accounts with a major lift in engagement.
More than just selling chicken during Ramadan
Fried Chicken Master (FCM) had a strong product and a loyal customer base, but Ramadan presented a specific opportunity that needed a specific answer. The goal wasn't just to ride the seasonal wave. FCM wanted to drive higher order value on their Nasi Ladhid combo menu during the Lebaran peak period, while building genuine relevance around the most communal eating moment of the year: buka puasa bersama.
The challenge was to make FCM feel like a natural, even obvious, choice for group iftar. Not just another F&B brand running a Ramadan promo.
Buka bersama sounds easy. It rarely is.
Ramadan is built around sharing, especially during iftar. But anyone who has organized a group buka puasa knows the reality: coordinating food for a crowd takes effort, and when the meal falls short, the whole experience suffers. People want the togetherness. They don't want the logistics.
That tension was the opening. FCM's Ayam Satu and Nasi Ladhid combo wasn't just food. Ayam Satu carried the functional benefit of feeding a group without the hassle, while Nasi Ladhid carried cultural relevance for the season. Together, they could position FCM as the brand that genuinely makes group iftar easier and more enjoyable. The campaign idea followed from there: #PastiKebagian. Everyone gets a piece.
From feed to the office pantry
The campaign ran across three phases: building awareness, driving action, and amplifying through the right partners. It combined digital content with a genuine offline activation that brought FCM directly into the spaces where buka bersama actually happens.
We created Ramadan-themed photoshoot assets for the Nasi Ladhid combo, designed thematic packaging in collaboration with the FCM internal team, and produced in-store collaterals across FCM's outlets. On the digital side, a campaign launched across 17 feed posts and 22 stories ran over two months to build and sustain awareness.
The centrepiece was FCM Goes to Office: a giveaway activation where audiences competed to win a live bukber experience brought directly to their workplace, complete with FCM's Ramadan menu and their mascot, Master. Three offices were selected and visited, with food served on-site. We partnered with a lifestyle media platform to amplify the activation, and when the first collaboration performed well, we re-strategized the second post to include a meal voucher giveaway. That decision drove a significant jump in both reach and interaction.
Campaign strategy
Brand activation
Social media content
In-store assets
Thematic packaging design
Media collaboration
Online to offline activation
When culture and execution meet, the numbers follow
The #PastiKebagian campaign delivered strong results across every major metric. The combination of culturally grounded messaging and an online-to-offline activation proved effective at capturing audience attention in a season filled with competing brand noise.
The media collaboration saw a 75.6% increase in views and a 652% increase in interactions between the first and second post, validating the decision to re-strategize mid-campaign. The FCM Goes to Office activation brought food directly to 3 offices, engaged 158 people offline, and generated 411,000+ views from event highlight content alone. Overall, the campaign reached over 714,000 accounts and added 2,813 new followers across the two-month run.
714K+ total reach across the campaign
1.7M+ views generated
21.5K social media interaction
+600% online interaction with media collab
