The Morrisons Living is Giving Ramadan campaign united the community with its inspirational messaging and adaptation of Premchand’s Eid classic story – ‘Eidgah’ (The story holds the same place as Charles Dickens’ – ‘A Christmas Carol’). The picture story went viral, with it being shared many a times. The campaign was supported on South Asian TV and Radio as well as influencers such as Dina Tokio (one of the biggest Muslim influencers) took notice of Morrisons Ramadan box and shared the story on Instagram. The campaign has created a unique space among South Asians in the UK.
The Living is Giving campaign, which launched in Ramadan at select Morrisons stores across London, won the Asian Food and Restaurant Award for Best Advertising Campaign 2018.
The unique charitable initiative was helmed by Noor Ali, World Foods Manager, Morrisons and was supported by Laila Foods, Rubicon Juices, Fudco, KTC Edibles and Madina Dates, to help bring alive the true essence of Ramadan . The campaign encouraged people to donate to community food banks and charities through the participating Morrisons stores. The campaign was the brain child of Noor Ali and was executed by Here and Now 365. The award was collected on behalf of Morrisons by Manish Tiwari, Managing Director, Here and Now 365.