Ramadan is a special time of the year for Muslims. Apart from various tasks and celebrations, it traditionally ends with Iftar, a meal that gathers the whole family together at the same table. Sadly, because of this fast-paced world, many of these family members won’t make it to the table, so the dinner has to take place in their absence. Luckily, Betty Crocker and creative agency VMLY&R have come up with a crafty solution and created an experience that highlights the family connection. In an attempt to bring families together, the two entities developed a new concept, “Iftar of Lights,” that translates as a shiny table. See where we’re going?
The Iftar of Lights is a special tablecloth that lights up only when all members of the family are gathered at the same table. The one-of-a-kind piece of furniture is made of wood and features three different designs for two, four, and six people. Each table is made with special conductive ink, built-in lights, and a battery powered circuit. Once all plates are put in their place, the design lights up. One missing plate and the whole atmosphere won’t get recreated.
These extraordinary tables were offered to families in Dubai as part of a special Ramadan Family Pack at Iftar tents set up by Betty Crocker for the month of Ramadan. The concept was born after Betty Crocker, which is driven by the motto “Refresh your connection,” wanted to do something to reunite families. This is why the brand created a useful tool that has the power to refresh the strong connection that exists between family members, even when they are apart.
“In today’s fast-paced world everyone is digitally connected but our in-person connections or interactions have reduced to a minimum. If there is happy news or sad news, we don’t call or go to meet, we just WhatsApp – as it’s easy. Coming from a culture where sitting together for an Iftar was a must, this project was particularly very close to my heart, as sitting together to really connect brings out the true value of family. I am humbled with the response that we’ve received from the consumers and hope that Betty Crocker continues to carry the beacon to enrich true values of personal connections in the future,” Sajjad Hussain, Marketing Manager Betty Crocker, General Mills Middle East, elaborates the wonders of the lovely campaign.
The holiday of Ramadan took place earlier this year. To celebrate it, the company assembled three tents in three different locations. For example, one of them was placed at Dubai’s Zabeel Park. And as you can tell, Iftar tents are very common in the Middle East.
They are pop-up buffet tents, sponsored by a brand, institution or government, and function as a cozy spot where people come together to share a meal. Most of the tents invite anyone to step inside. The Iftar of Lights is a similar tent, only that it features lights to enlighten the mind and spirits of those who have crossed its threshold. Families that visited the tent decorated a Betty Crocker cake and then enjoyed it together. Let’s hope that the unique tables can bring together as many family members as possible.
Client: Betty Crocker
Agency: VMLY&R