"we want to serve and represent our customers"
Channel 4 has partnered with Tesco for its new social branded entertainment series, Ultimate Ramadan Basket.
Building on the strong history of the two brands, this series of social shorts marks the latest in a series of successful digital-first ventures between Channel 4 and Tesco.
Produced by award-winning studio Gold Wala, the series will see comedian Ola Labib, creator Smash Bengali and actor Dúaa Karim curate their essential Ramadan food picks from Tesco.
Across a series of short-form episodes, the trio will attempt to agree on the definitive list of must-have staples for Suhoor and Iftar.
The format promises humour, cultural insight and a showcase of popular ingredients.
The content is designed for social-first audiences and will roll out across Channel 4’s Instagram, TikTok, Facebook and YouTube Shorts from February 24, 2026.
Hanz MacDonald, Digital Commissioning Executive at Channel 4, said:
“We’re excited to bring the creativity, warmth and community spirit at the heart of Ramadan to our digital content.
“Working with such talented creators to spark inspiration for Suhoor and Iftar feels like a natural fit for Channel 4, and we’re proud to support Tesco’s first social media dedicated Ramadan campaign.”
The partnership positions Ramadan at the centre of mainstream digital entertainment, rather than as a niche marketing moment.
Tesco said the campaign reflects its broader commitment to inclusivity and representation within its advertising strategy.
Alicia Southgate, Head of Marketing at Tesco, said: “Everyone’s welcome at Tesco, and we want to serve and represent our customers by being inclusive in our advertising and marketing but also offering products they may want.
“We hope that this dedicated Ramadan social media campaign will be really engaging and resonate with our customers.”
Faraz Osman, Managing Director, Gold Wala, added:
“At Gold Wala, we are passionate about telling stories that reflect real lives and diverse cultures, creating entertainment with warmth that audiences want to share.
“Ultimate Ramadan Basket is funny, welcoming and proudly rooted in lived experience, led by popular creators who bring their full selves to the screen.
“Partnering with Channel 4 and Tesco on this social-first series, which celebrates Ramadan with confidence, humour and true mainstream visibility, has been a genuine joy.”
Ultimate Ramadan Basket is the latest project from Partner Lab, the in-house creative partnerships team built to help brands stand out, offering solutions across partnerships, sponsorship, creative strategy and production.
The partnership ensured the content was strategically aligned with Tesco’s brand values and delivered across platforms that resonate with family audiences and provide digestible content.
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