Tesco wanted to mark 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 sought to reach the fasting Muslim population in the UK at this key time of the year, in line with Tesco’s commitment to inclusion.

This campaign was a uniquely special demonstration of the power of context and placement of OOH. The dynamic digital out-of-home creative showed empty plates filling up with food as the sun set – signifying the Iftar meal eaten at the end of each day’s fast during Ramadan. The plates were 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.” 

It was live on billboards in areas with high Muslim populations – including Brent in London and in Birmingham and Bradford. The billboards faced eastwards, with the sun setting behind and the creative fading in as the sun went down, to accentuate the break of fast coinciding with sunset.


This campaign has gone on to win multiple awards including a Cannes Lion.