Asian Food and Restaurant Awards 2021: Best Food Marketing Campaign

a picture of the asian food and restaurant awards award for best food marketing campaign 2021, given to morrisons living is giving

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.


British Asian Media Awards 2020: Community Campaign of the Year


The ‘Living is Giving’ Ramadan/Eid campaign united the community with its inspirational messaging and adaptation of Premchand’s classic Eid story ‘Eidgah’ (a tale with an equivalent cultural impact to Charles Dickens’ ‘A Christmas Carol’). The story, told in pictures, was shared many times and went viral. The campaign was supported on South Asian TV and Radio as well as by influencers like Dina Tokio – one of the biggest Muslim influencers – sharing their Morrisons Ramadan gift boxes on Instagram.

Asian Food and Restaurant Awards 2018: Best Advertising Campaign of the Year

The Living is Giving campaign, launched during Ramadan at select Morrisons stores across London, won the award for best advertising campaign at the 2018 Asian Food and Restaurant Awards.

This unique charitable initiative was conceived and managed by Noor Ali, the World Foods Manager at Morrisons. The campaign encouraged people to donate to community food banks and charities through the participating Morrisons stores in order to embody the giving spirit of Ramadan. 

The campaign was executed by Here and Now 365, and the Best Advertising Campaign Award was collected on behalf of Morrisons by Manish Tiwari, Managing Director of Here and Now 365.