During the holy month of Ramadan, grocery retailer Tesco launched a thoughtful outdoor campaign in the UK that went beyond typical festive advertising to create a genuinely meaningful experience for observers of the fast.
Rather than featuring bright promotional messages or food imagery throughout the day, Tesco’s digital billboards displayed a simple image of empty plates during daylight hours, symbolising the daily fast. Then, precisely at sunset the moment of Iftar (the fast-breaking meal), the plates filled with food in real time, visually mirroring the emotional and physical transition from hunger to togetherness. The effect was both subtle and striking, catching the attention of commuters and observers at exactly the time they were preparing to break their fast.
The execution used real sunset data specific to each billboard location, meaning the imagery wasn’t just scheduled, it shifted daily in sync with the sun’s movement and Muslims’ fasting rhythm in different cities. This level of precision ensured the campaign stayed culturally respectful and relevant to the lived experience of Ramadan.
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Tesco kept the message simple: “Together this Ramadan.” The understated visual storytelling drew on universal themes of anticipation, relief and community, creating a moment that resonated with both fasting observers and the wider public.
