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Outdoor
Tesco: Together This Ramadan, 2
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Tesco is marking the month of Ramadan in April with an innovative campaign about Iftar, the evening meal to signify the end of the daily fast. The campaign seeks to reach the fasting Muslim population in the UK at this key time of the year, in line with Tesco’s commitment to inclusion. The campaign, which was created by BBH and developed in partnership with MediaCom, DOOH.com and specialist out of home agency Kinetic, as well as strategic equity, diversity & inclusion consultancy The Unmistakables, launches on 2nd April to coincide with the start of Ramadan. The digital out-of-home campaign shows empty plates filling up with food as the sun sets, signifying the Iftar meal eaten at the end of each day’s fast during Ramadan. The plates are held in hands over the slogan “Together this Ramadan”, with the line “in honour of everyone fasting, these plates only fill up as the sun goes down.” Running on billboards in areas with high Muslim populations – including Brent in London and in Birmingham and Bradford – the campaign will remain on the digital screens for up to three hours as the sun sets, with no other ads running. The billboards face eastwards, with the sun setting behind and the creative fading in as the sun goes down, to accentuate the break of fast coinciding with sunset. The out-of-home creative is combined with a social media drive sharing recipes and inspiration, as well as in-store executions around aisles stocking relevant products. The social campaign and in-store presence will build on the OOH message, offering practical and entertaining suggestions for ways to enjoy Iftar throughout the whole of Ramadan. Working with The Unmistakables, BBH commissioned Khalil Musa, a photographer and a practising Muslim as well as food consultant Dina Macki, whose food is influenced by her middle eastern background. Part of the cast was selected from Muslim colleagues within the Race and Ethnicity Network at Tesco, who were also consulted throughout the campaign development.
Client names and titles: Sarah Parmar | Head of Reputational and Seasonal Campaigns and Consumer PR, Tesco Related
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