The French ad campaign for Zakia Halal, reported to be worth £260,000, is further evidence of the increase of a halal presence in the European food industry.
The ads feature a young Muslim couple, out shopping at a supermarket, to promote a range of halal microwaveable meals including paella, lasagne and shepherd’s pie.
Rather than traditionally being transmitted on Arabic satellite channels, the ads for Zakia Halal, part of the couscous firm Ferico, are being shown on national stations such as the French equivalent to ITV, TF1, as well as rival M6 and a number of digital terrestrial channels. Both TF1 and M6 are the first and second most-watched private television services in France.
France has the largest Muslim population in Europe, estimated to be five million, many of whom practise Ramadan.
The French halal market is valued at close to €4bn for 2009, and is estimated to grow at annual rate of 15% according to ethnic marketing agency Solis. Around 93% of French North Africans and 55% of sub-Saharan Africans are believed to buy halal products.