Every year, 4 million British Muslims observe Ramadan. 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 until 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.