Why you should play with your food
91% of Britain's 4.3 million Muslim shoppers agree Ramadan is the most important time of the year, but it was largely absent from major supermarket advertising in 2021.1
BBH and Tesco had made strides in Muslim representation with a lockdown Ramadan 'Food Love Story' campaign. But we wanted to take it further.
Tesco has the highest share of Muslim grocery shoppers.2 We weren't focused on attracting more Muslim shoppers, we just wanted to better connect with them.
We immersed ourselves in their experiences, when Planning made a strikingly obvious yet powerful...