Ulker // Live in Ramadan

Ramadan is a season where a meal becomes more than food. And a dessert is more than a secondary meal.
It becomes a reason to gather, share, experiment, and create moments that feel generous, playful, and full of energy.

For Ülker, the opportunity was to move beyond showcasing product variety and turn that range into a creative platform. From the original tea biscuit to Napolitan chocolate, the brand’s portfolio gave families the building blocks to create simple, indulgent, and visually appealing desserts at home. The campaign invited audiences to use Ülker products as ingredients for their own Ramadan creations — transforming familiar treats into desserts that felt personal, shareable, and made for the season.

To launch the idea, we created a content series centered around a family hosting a live Ramadan dessert session. The format was designed to feel spontaneous, interactive, and social-first — closer to the energy of a livestream than a traditional recipe video. Across the series, the family experiments with different Ülker products, builds easy dessert ideas, reacts to each other’s creations, turns the process into light challenges, and keeps the atmosphere humorous, warm, and highly relatable.

The creative approach was built around participation. Instead of presenting a polished “perfect dessert” world, we leaned into the fun of making, tasting, improvising, and sharing — the exact behaviors people naturally engage with during Ramadan. The content encouraged audiences to recreate, remix, and go live with their own dessert ideas, turning the campaign from a passive viewing experience into an open invitation to create with the brand.

Launched during Ramadan, the series generated strong engagement by combining appetite appeal, family dynamics, creator-style content behavior, and a clear participatory mechanic — positioning Ülker as a catalyst for creativity around the Ramadan table.