Tesco, the UK supermarket chain, has launched a new advertising campaign to celebrate the end of Ramadan and Eid al-Fitr. The 30-second advert, titled “Alia’s ‘worth the wait’ samosas,” features a British Muslim family, led by mother Alia, hosting a feast featuring vegetable samosas.
Alia’s ‘worth the wait’ samosas. Create your own golden veggie samosas for special moments to bring the family together over Ramadan and Eid. Head to this link https://t.co/2kXjO01qd6 for the recipe. pic.twitter.com/AvH2G9lkOD
— Tesco (@Tesco) April 13, 2023
The campaign is part of Tesco’s “Food Love Stories” range, which promotes simple and accessible cooking. Tesco’s Chief Customer Officer, Alessandra Bellini, said the campaign aimed to help British Muslims “feel seen, heard, and understood.”
Celebrating Diversity
In recent years, there has been a growing demand for better representation of diverse communities in advertising and media. Tesco’s latest Eid advert is a reflection of this trend and a step towards inclusivity in marketing. By portraying Muslim families celebrating Eid and featuring traditional foods like samosas, Tesco is acknowledging the importance of diversity and catering to the needs of its diverse customer base. It is also an opportunity for the supermarket chain to build brand loyalty and establish itself as a company that values inclusivity and diversity. As more companies follow in Tesco’s footsteps and create advertising campaigns that represent diverse communities, it is hopeful that this will lead to a more inclusive and accepting society.
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Authentic and Inclusive Representation
The new campaign is part of Tesco’s long-term partnership with ad firm BBH, which was hired by the supermarket in 2015. To ensure the new advert represented Ramadan and Eid celebrations authentically, Tesco consulted with its Race and Ethnicity Network and BBH collaborated with diversity and inclusion consultancy The Unmistakables. The research found that 67 percent of Muslims in the UK feel underrepresented or negatively portrayed in British media, which motivated Tesco and BBH to create authentic and inclusive campaigns.
Previous Controversy and Response
Tesco’s partnership with BBH has resulted in a 275 percent increase in the number of mentions of the brand on social media, according to The Drum. However, some of Tesco’s previous campaigns have been met with controversy. In 2017, Tesco’s Christmas advert featured a Muslim family celebrating the occasion, which led to accusations that Tesco was disrespecting the Christian faith. In response, Tesco stated that everyone is welcome at Tesco during the festive season, and the advert aimed to celebrate the many ways its customers come together.
Positive Reception for Tesco’s Eid Campaign
Tesco’s new campaign has received widespread praise on social media. Many users commended Tesco’s attention to detail, and the music played over the clip – a cover of the Rudimental song “Feel the Love” by Leo Kalyan, who used both English and Urdu. One user said, “Gorgeous ad. Would love to be able to access the soundtrack/know who did it.” Another added, “Beautiful advertisement and absolutely right to celebrate and represent Muslims during Ramadan and Eid. It’s about time all faiths and celebrations are represented. Can’t wait to see more diverse ads going forward.”
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Tesco’s new campaign aims to celebrate Eid and highlight the importance of Ramadan and Eid celebrations for British Muslims. By collaborating with experts and listening to people with lived experience, Tesco hopes to create authentic and inclusive campaigns that resonate with diverse audiences. The positive reception of Tesco’s latest campaign suggests that brands that prioritise inclusivity and diversity in their advertising can effectively connect with their target audience and foster a sense of community.