Tesco: Together This Ramadan

Client: Tesco

“This is the first time in four decades that we’ve ever had this level of representation.” - Tazeen Dhunna, Content Creator

Last Ramadan, Tesco focused on the significance of Iftar, with a unique digital billboard. As the sun set, the billboard filled the once empty plates with food. The complete tagline read, “Together this Ramadan: In honour of everyone fasting, these plates only fill up as the sun goes down.”

Planned using insight from lived experiences and cultural consultancy, executed using data-driven OOH, Tesco authentically celebrated Ramadan, quadrupling buzz – the biggest ever short-term shift of this YouGov metric. https://www.youtube.com/watch?v=kpmizfSXjp0