Tesco has launched a new campaign to mark this year’s holy month of Ramadan in the run up to Eid celebrations.
Developed alongside the supermarket’s advertising agency BBH, the marketing campaign is intended to reflect the experiences of Muslim families across the UK.
Featured in a 40-second TV spot, ‘Alia’s ‘Worth the Wait’ Samosas’ tells the story of a mother and son waiting for the declaration of Eid – and can be viewed here.
Subscribe to Grocery Gazette for free
The campaign premiered on Easter Monday last week, and will run for the final 10 days of Ramadan before Eid celebrations on April 21st.
Acting as a continuation of the UK’s largest retailer’s ‘Food Love Stories’ creative platform, the ad highlights the South Asian Muslim experience in the UK, with both English and Urdu featured within the ad.
This latest work will build on Tesco’s 2022 ‘Together This Ramadan’ platform, and was developed in partnership with strategic equity, diversity & inclusion consultancy The Unmistakables.
“It was really important to us to tell this story in an authentic way, so at every step of the journey we made sure to listen to, involve and consult with people with lived experience,” Tesco head of campaigns, George Rivers said.
“This gave us the confidence that what we were doing would be a positive and meaningful portrayal of this special time of year whilst raising awareness and understanding of Eid amongst a wider audience. We’re really excited about sharing it.”
BBH creative director, Christine Turner added: “Food is at the heart of so many celebrations and it couldn’t be more prominent during Ramadan and Eid. For many Muslim households, they become a hive of activity when Eid is announced, with the whole family coming round to help prepare for the celebrations ahead.
“Working closely with our director Sasha, The Unmistakables and our photographer Khalil, meant we were able to create a truly authentic campaign and continue to build on the success of last year’s work.”
It comes as Asda launched its biggest Ramadan collection yet, offering Muslim customers a wide selection of products for this year’s celebrations, including Eid Krispy Kreme doughnuts.