Tesco has this week launched a new integrated campaign to mark this year’s holy month of Ramadan in the run up to Eid celebrations.
Developed alongside the grocer’s agency of record BBH, the work is intended to reflect the experiences of Muslim families across the UK.
Centred around a touching 40-second spot, ‘Alia’s ‘Worth the Wait’ Samosas’ tells the story of a mother and son waiting for the declaration of Eid.
The campaign premiered on Easter Monday and will run for the final 10 days of Ramadan before Eid celebrations. The hero film will run across TV, video-on-demand, online video advertising and media social, supported by out-of-home, radio and print assets.
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.
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“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.”
Acting as a continuation of the grocer’s ‘Food Love Stories’ creative platform, the creative highlights the South Asian Muslim experience in the UK, with both English and Urdu featured within the ad.
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.”
