Anchor Butter Ramadan Campaign ‘#DearMum’ pulls at heartstrings

We have so much to be grateful for when it comes to the role which our mothers play within the household, especially during Ramadan. A lot of the time, the most memorable part of Ramadan is the food and so when we saw the #DearMum campaign launched by Anchor Butter, we couldn’t help but feel nostalgic. 

This Ramadan, Anchor Butter featured across social media through mouth watering arab and south asian delicacies and heartwarming stories about the mothers from whom these familial recipes came from. Influencers took to social to share intimate letters to their mothers while honouring them by sharing their household iftar favourites using Anchor Butter. 

Halal Girl shared a beautiful memory of her mum’s special iftar dishes and wrote about how now, as a mother herself, she’s able to pass on the gift of delicious food to her son. This is exactly what Ramadan is about for us as Muslims!


In Islam, mothers are said to have paradise at their feet, meaning that in serving and respecting her, lies great rewards. 

A beautiful verse in the Quran summarises the relationship so wonderfully;

“ And We have enjoined upon man, to his parents, good treatment. His mother carried him with hardship and gave birth to him with hardship…” (46:15)

This campaign recognises the struggles that mothers go through especially in the month of Ramadan. One influencer mentioned; 

“I’m so grateful for all the prep work that she does before and during Ramadan! Fasting can be challenging on its own, but running a household and feeding a family at the same time makes it 1000X more difficult. I don’t know where she gets the energy to do everything and it’s only as I’ve gotten older that I’ve learnt to appreciate everything that she does!

There were so many tasty recipes that influencers like Salma Recipes and MyBigFatHalalBlog brought to social media. Food is like a fingerprint, it changes and transforms as different individuals place their unique imprint on it. It tells an exciting story of innovation, travel and identity while paying homage to culture and the past through the spices and flavours of our hometowns. 

It was so inspiring to see modern twists on age old staples which for us reflected the mother, daughter generational relationship and how we take parts of our parents into our own families and households.

#DearMum is more than just a social media campaign. It was a reminder of the role that our mothers play and a call to really appreciate them. 

As we reflect on the amount of people that we’ve lost in the last year as a result of COVID, this campaign by Anchor Butter was a perfect reminder, to appreciate every bite, every drink and every plate. 

More often than not, there is a mother behind it, that has worked to perfect that recipe, just for you. 

We applaud Anchor for not only connecting with Muslims during Ramadan but creating a theme that ties in with Islamic values. 

Written by Mvslim

Avatar photo

One platform, 2 billion voices.