Together this Ramadan

Almost 4 million British Muslims observe Ramadan, the holy month of fasting.

Yet it’s an experience rarely portrayed in UK media and advertising.

As the nation’s biggest supermarket, Tesco specialises in all things food. So we did the unthinkable and removed all the food from its advertising. Our digital billboards featured empty plates that only filled up once the sun set and Iftar began.

These billboards ran for the entire month of Ramadan in areas with high Muslim populations, with each site timed to transition at the exact moment of sunset in its specific location.

We worked with diversity and inclusion consultancy, The Unmistakables, and the Race and Ethnicity Network at Tesco to ensure authenticity every step of the way.

The result?

A combined reach of 10.4 million across the UK, Turkey, and France.