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Dubai homegrown burger brand Pickl has launched its first-ever Ramadan campaign, The Art of Giving, aimed at supporting local communities across its four core markets UAE, Bahrain, Qatar, and Egypt.

The initiative known as Pickl Giving, part of the brand’s broader #BeLocal mission, encourages customer-driven philanthropy and hands-on engagement with local causes.

Building on previous social responsibility efforts such as delivery rider appreciation and environmental cleanups, The Art of Giving invites customers to share ideas on how Pickl can give back. Whether through charitable donations, community support, or acts of kindness, the campaign seeks to make a tangible impact throughout the holy month. Volunteer activities and conversations with influential figures in the region will also be featured, reinforcing the core values of Ramadan.

“Giving back to our community has always been at the heart of what Pickl stands for,” said Steve Flawith, Founder and CEO of Yolk Brands, Pickl’s parent company.

“Ramadan is a time for reflection and kindness, and this year we’re excited to invite our entire Pickl family across the region to share how they want us to give back—whether it’s supporting a local cause, spreading kindness, or helping those in need. Together, we can turn these ideas into action and truly make a difference.”

As part of the campaign, Pickl has released a special brand video highlighting personal stories of giving from notable figures in the region.

Featured personalities include Emirati content creator Khalid Al Ameri, Hamad Al Hajri, CEO of Snoonu, and Reem Alzayani, Corporate Communications and ESG Director of Alzayani Investments. The video showcases reflections on the meaning of Ramadan and encourages communal participation in charitable acts.

Pickl’s Ramadan initiatives span include various activities such as iftar meal distributions, environmental cleanups, and donation drives.

The brand encourages customers to participate by sharing their ideas through their website. Volunteers can also engage in cleanups, donation efforts, and meal-sharing initiatives. Weekly updates and inspiring stories will be shared via Pickl’s social media channels keeping the community informed and involved.

By centering its Ramadan campaign on community-driven action, Pickl reinforces its commitment to social responsibility while fostering a culture of generosity across the region.