Tesco has launched a Ramadan billboard advertisement, created by BBH London which features a collection of empty plates during the day that gradually fill as the sun sets.
The Big 4 grocer’s campaign includes digital screens that fade-in a feast on plates, displaying Iftar – the meal that breaks fast at the end of each day.
Displayed below the image is the slogan “‘Together this Ramadan” followed by the subtitle, “in honour of everyone fasting, these plates only fill up as the sun goes down.”
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The billboards are also positioned eastwards, in line with the setting sun to emphasise the significance of nightfall for Iftar. The campaign runs for three hours before dusk, with no other ads running alongside.
Currently, the ad is running in areas with larger Muslim communities such as Brent in London, Birmingham and Bradford.
The ad also includes a social media drive which shares recipes, inspiration and in-store executions around Tesco stores stocking Ramadan-related products.
To sensitively deliver the project BBH partnered with inclusion consultancy The Unmistakables and commissioned Khalil Musa, a photographer who also practises Islam. A food consultant Dina Macki was also hired to select the dishes displayed.
Additionally, some of the cast was selected from Tesco’s Muslim colleagues within the Race and Ethnicity Network, who also consulted on the campaign’s development.
The campaign would be Tesco’s first advertisement centred on Ramadan.
“Our creative ambition was simple, to create work that is not only representative but also gave a voice to our Muslim creative industry,” BBH London ECD Helen Rhodes said.
“Close collaboration with new creative partners, industry-leading inclusion experts at The Unmistakables, the Race and Ethnicity Network at Tesco and our friends at Mediacom and DOOH.com, underpinned by a willingness to listen and learn, made this possible, and drove the creation and development of this campaign from the get-go.”