Tesco: Ramadan 2022 – why a grocer did the unthinkable by removing food from its ads

Supermarket chain Tesco outperformed the market in the UK and sparked global conversations with a digital out-of-home campaign that targeted Muslim communities during Ramadan.

Executive summary

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...

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