🟨 Tesco: When the Sun Sets, the Plates Fill Up
Fast. Feast. Repeat
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
Many brands try to connect with their Muslim audiences during Ramadan. But sometimes it feels like they're missing the mark. Here's the thing, during Ramadan, everything changes including priorities, routines, and even habits.
That's why understanding your Ramadan personas is key. There are different types of Ramadan personas - the foodie, spiritual faster, entertainment enthusiast, shopper, and escapist.
Ramadan does not often get fair representation in the British media. And many Muslims in the UK feel like they're painted in a negative way.
Tesco, a grocery retailer brand believes in making things a bit better for their customers and communities every day. So, you know how sometimes the Muslim community feels like their voice isn't really being heard or understood?
Tesco decided to do something about it. They saw Ramadan as an opportunity to support the Muslim community while educating and creating awareness among those who aren't Muslim.
Tesco created ‘Together this Ramadan’, a campaign about Iftar, the evening meal that marks the end of fasting for the day. It features a digital billboard that shows plates getting filled with food as the sun sets, representing the Iftar meal eaten after fasting during Ramadan.
Hands hold the plates with the message 'Together this Ramadan', and the line “in honour of everyone fasting, these plates only fill up as the sun goes down.”
The ads were on digital billboards in areas where many Muslims lived such as Brent in London and Birmingham and Bradford. These ads stayed on for up to three hours as the sun set, with no other ads showing.
These billboards face east, so as the sun sets behind them, the creative gradually appears, perfectly matching the moment when people break their fast at sunset.
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Together this Ramadan is an example of an OOH Campaign. The campaign increased mentions of Tesco and Ramadan by 275%. Muslims and many other people liked it and showed their support.
🍉 Action Points
Strategic placement - The use of digital billboards in areas with a high Muslim population, strategically timed to coincide with sunset, enhanced the campaign's effectiveness and visibility.
Understand your audience - Tesco identified a gap in representation and sentiment within the Muslim community in the UK. They saw Ramadan as a an opportunity to connect with their Muslim customers.
Community engagement - The positive response from Muslims highlights the importance of brands actively supporting and engaging with communities. By aligning with community values and needs, Tesco improved its reputation and strengthened its relationship with customers.
🗂 More Stuff on OOH Campaigns
Out-of-home advertising: The unsung hero of brand-building?
Iftar incoming with Uber Eats.
How audience data is transforming out-of-home advertising.
OOH effectiveness more than doubles when paired with TV campaigns.
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