Channel 4 has partnered with Tesco on a new social-first branded entertainment series, Ultimate Ramadan Basket, marking the retailer’s first dedicated Ramadan campaign across social media.
Produced by Gold Wala, the short-form series features actor Dúaa Karim, comedian Ola Labib and creator Smash Bengali as they attempt to agree on a definitive list of Ramadan food essentials available at Tesco. Drawing on their own traditions and preferences, the trio curate an ‘Ultimate Ramadan Basket’, spotlighting ingredients and products suited to Suhoor and Iftar.
The series will launch across Channel 4’s Instagram, TikTok, Facebook and YouTube Shorts channels 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.”
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 at Gold Wala (pictured), 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.”
The project was developed by Channel 4’s in-house creative partnerships division, Partner Lab. The collaboration was brokered and led by EssenceMediacom.
