Whole Foods has become the first prominent supermarket chain to run a Ramadan marketing campaign-and they're hoping Muslim customers will return the favor as they break fast. Even though Muslims traditionally forego meals during the day, lavish evening Ramadan meals could mean big bucks for the natural foods giant ... as well as brand loyalty from a demographic not traditionally courted by megastore advertising. Whole Foods is teaming up with Halal frozen entree brand Saffron Road (who sell a variety of Indian-, Thai-, and Moroccan-flavored dinners) to host several promoted blog items on Whole Foods' website along with sponsored giveaways of Saffron Road food and supermarket gift certificates. The "campaign focuses on reaching Muslim consumers online where they are already having conversations about halal foods, grocery shopping, and preparing for Ramadan, Saffron Road spokesperson Lisa Mabe tells Fast Company. Saffron Road maintains a heavy social media presence and an ongoing charitable relationship with Whole Foods' Whole Planet foundation, and hopes the promotion will further strengthen their brand awareness.
And 45% of Muslim immigrants report annual household income levels of $50,000 or higher-placing them squarely in Whole Foods' demographic. Whole Foods' marketing campaign might earn them customer loyalty, but it is taking place in a market that sometimes exhibits anti-Muslim sentiment. Extensive Ramadan advertising campaigns have existed in Europe for years, but the Ground Zero Mosque controversy remains a sore point in many parts of the United States and large chains have been caught in the crossfire between Muslim- and non-Muslim consumers in the past. With Whole Foods' self-consciously granola self-presentation and liberal-, cosmopolitan-skewing customer base, they are the ideal chain to attempt a marketing project aimed squarely at Muslim-American consumers. So, knowing that Muslims usually fast on Ramadan and wanting to know more about why a supermarket chain would advertise during a fast, we reached out to the expert-Aman Ali of the must-read mosque-hopping project 30 Mosques in 30 Days: Ramadan is the Islamic holy month of purification, where Muslims fast (abstaining from food, drink, etc.) from sunrise to sunset.
On our trips we've eaten everything from Indian food, to Arab food, to Pakistani food to good ol' fashioned $5 foot-long Subway sandwiches. Believe it or not, a lot of the major supermarket chains are starting to carry halal foods. Kroger carries Midamar meats, a major halal food supplier based in Iowa. And I believe Wal-Mart and Whole Foods carry halal frozen dishes from a company called Saffron Road. In places with large Muslim populations, like Dearborn, Michigan, there are Wal-Marts and Krogers that actually carry halal butchered food there.
