Beshqozon is one of Uzbekistan’s largest plov restaurant chains, and over 90% of its customers are Muslim. During Ramadan, millions of people fast from dawn until sunset. As a food brand, we wanted our digital communication to respect this important period.
Problem
During Ramadan, social media algorithms continued showing food content—even during fasting hours. They could also recommend old food videos at any time. We realised that our own marketing could make fasting more difficult for the very people we served.
Solution
We couldn’t change the algorithms, so we changed our marketing. Every new food video began with a disclaimer: “If you’re fasting, please swipe.” We temporarily archived previous food content so algorithms could not recommend it during Ramadan. We also paused all digital food advertising during fasting hours and resumed it only after Iftar.
Results
By putting respect before reach, the campaign generated over 1 million views, 15X more views, 10X more likes, 10,000 new followers, and over 1,000 positive comments. It strengthened trust in Beshqozon and inspired other brands to adopt a similar approach.
