Tesco Ramadan

Client: Tesco Stores

No doubt you are aware of the Tesco Ramadan campaign.

It is a brilliant creative idea. And so much more. It was sophisticated mapping and precision planning at its finest finding a handful of sites from 1,700. It was making a difference to the Muslim community but using the power of advertising to represent, educate, and normalise cultural moments. It was over two months’ solid work to create the space and backdrop for a simple and brilliant creative idea to shine. And that is why you are probably aware of it. Because of the media planning and buying – without it, it was a brilliant creative idea you wouldn’t now be reading about. Nor would you be celebrating it achieving a maximum buzz score on Brand Index, or a better sentiment score than Tesco’s Christmas campaign, or about the 25 organic articles (and counting) across UK, France and Turkey. All from four culturally sensitive and perfectly selected and activated sites.