The challenge

Tesco - like most national grocers - had not launched mainstream advertising to the Muslim community. Given the nuance needed and the potential risks, their ad agency BBH brought us in to help them deliver credibly.

Our response

Global ad agency, BBH brought us in to work with Tesco to confidently embed diversity & inclusion in the advertising for the UK’s biggest supermarkets. 

Through an in-depth campaign audit, we delivered a planning tool that spanned numerous campaign types and objectives on ED&I for advertising. Bringing in the expertise of a number of contributors, we delivered a series of cultural confidence sessions on specific communities, in addition to inclusive planning workshops exploring new campaign territories across teams. 

As well as increasing confidence across the team, we have partnered on groundbreaking campaigns such as the award-winning ‘Together This Ramadan’ out-of-home (OOH) activation – Tesco’s first major Ramadan campaign.

What we delivered

• Campaign audit of over 50 ATL and BTL executions through the lens of inclusion

• 6 x inclusive planning and cultural confidence workshops

• Production advisory for 'Together this Ramadan' including media risk analysis and assessment

The impact

• +275% uplift of Tesco and Ramadan mentions

• Net Sentiment score of 13 amongst Muslims

• Cannes Award for Cultural Insight

• Increased staff retention amongst Muslim colleague population

• Increased staff satisfaction at BBH