Almost 4 million British Muslims observe Ramadan, the holy month of fasting.

Yet it’s an experience rarely portrayed in UK media and advertising.

As the nation’s biggest supermarket, Tesco specialises in all things food. So we did the unthinkable and removed all the food from its advertising. Our digital billboards featured empty plates that only filled up once the sun set and Iftar began.

These billboards ran for the entire month of Ramadan in areas with high Muslim populations, with each site timed to transition at the exact moment of sunset in its specific location.

The billboards gained a reach of 10.4 million and won a Cannes Lion and 4 Creative Circle golds.