Tesco commits to inclusivity in dynamic campaign to mark Ramadan

As one of the UK’s most popular grocers, Tesco’s customers include over 3 million people who celebrate Ramadan each year, yet this is the first time they’ve made a truly considered attempt to celebrate the month with their first OOH campaign to mark the religious holiday.

Digital billboards strategically situated in areas across the country with a prevalent Muslim community show empty plates filling up with delicious looking food as night sets in and the sun goes down.

Accompanied by the lines; ‘Together this is Ramadan’ and below; ‘In honour of everyone fasting, these plates only fill up as the sun goes down.’

Teaming up with creative agency BBH, Tesco aimed to deliver a message that spoke authentically to the Muslim community, by celebrating the nuance of Ramadan with Muslim representation across the entire creative team; including photographer Khali Musa and cast members from the Race and Ethnicity Network within the supermarket.

The brand also brought on board inclusion consultants ‘The Unmistakables’- whose founder and chief executive Asad Dhunna- highlighted the importance of campaigns like this, given that the Muslim community so often feels betrayed by the media through many prejudiced and negative articles. 

Discover more about the campaign here. 

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