The Morrisons ‘Living is Giving 2021′ campaign was the recipient of the Asian Food and Restaurant Awards’ Best Food Marketing Campaign award for 2021. 

It was accepted on behalf of Morrisons by Suhrud Chimbalkar, Media Director of Here and Now 365, the agency that created the campaign. 

Managing Director of Here and Now 365 Manish Tiwari said “the ‘Living is Giving’ campaign is about highlighting the power of giving to transform communities. We want the brand to spread kindness in these difficult post-COVID times.”

In 2021 the campaign ran across multiple platforms including TV, radio, print, and social media with the aim of highlighting ‘Giving’ as one of the central themes of Ramadan. The campaign was supported by influencers like Faryal Makhdoom, as well as ten of the leading South Asian brands in the UK such as Elephant Atta, KTC, and Rubicon. 

The highlight of the 2021 campaign was a picture book retelling of ‘Kabuliwalah’ by Nobel Laureate Rabindranath Tagore, which came as a welcome moment of levity in a year in which Afghanistan was going through a period of unprecedented crisis. The story went viral in the UK and beyond.