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Watch: Creative Ramadan campaign marks Iftar with billboards that 'fill up with food' at sunset
The outdoor ads, which are placed in areas with larger Muslim populations, are positioned eastwards
A creative new Ramadan campaign launched by UK grocery store chain Tesco in the UK is warming our hearts with its spirit of inclusion this season.
The billboard ad has digital screens showing empty plates of food that gradually fill in towards sunset during Iftar time, when Muslims break their fast. According to Tesco, the campaign is "in honour of everyone fasting", which is why the plates only fill up as the sun goes down.
The billboards are reportedly positioned eastward in line with the setting sun.
They are currently displayed in areas of the country with larger Muslim communities, such as Brent in London, Birmingham and Bradford.
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