2 samosas multiplied by 10…plus one…Ramadan*

*in a straw poll we understand that some generations may not understand this reference.

Over the years, we’ve seen many companies floundering at the opportunity to connect with communities during key cultural moments, often treating these initiatives as last-minute add-ons instead of thoughtfully planned efforts. But this year for Ramadan, Sainsbury’s has served up a campaign for their samosas that has been thoughtfully baked to perfection. 

So what’s their secret?

In partnership with Amaliah, Sainsbury’s campaign features Hafsa, her sister Sahar, and their mother Mahera as they prepare their family’s signature lamb keema samosas. This recipe, inspired by their Punjabi-Kenyan roots, and passed down by their 97-year-old grandmother represents, more than just a tasty meal but a symbolic reckoning of cultural heritage, legacy, love and togetherness. The ad shows how their family makes 300-400 or so a year with ingredients from Sainsbury’s (of course) and invites customers to shop for other Ramadan essentials.

What did they do well?

The power of partnership

Rather than assuming what resonates with Muslim consumers, Sainsbury’s collaborated with Amaliah, a media company and agency dedicated to centering Muslim women’s voices. This partnership ensured that the campaign reflected lived experiences rather than a corporate interpretation of Muslim culture. This resulted in a campaign that feels organic and not opportunistic.

Specificity and Authentic Representation

Too often, brands aim to represent identities broadly, using identifiable cultural factors but ultimately flattening the nuance. Experiences aren’t always universal. Sainsbury’s avoided this issue by focusing on one family’s specific samosa-making tradition rooted in their heritage. This approach makes the campaign relatable across identities. Whether you celebrate Ramadan or not, the joy of passing down a family recipe is something most people can connect with. It also offers an opportunity to learn about a new culture or culinary tradition, enriching the experience of the campaign for all. 

More than just a sales pitch

Aligning brand purpose with campaign purpose and the needs of the community creates an authentic connection. By understanding their cultural relevance for the audience, Sainsbury’s positioned itself as a credible and meaningful part of this moment. The campaign goes beyond just selling pastry sheets and spices, it highlights how food connects generations and cultures. Sainsbury’s didn’t just jump on the Ramadan bandwagon; they embedded themselves within the cultural moment respectfully and genuinely.

We worked with Sainsbury’s on their Ramadan insights last year and are thrilled to see them leading the way in retail through collaboration, genuinely recognizing and respecting the community. 

The key takeaways: partner with experts from the community, lean into specificity and make it about more than just the product but about how you contribute to a shared cultural moment. 

Link to the campaign here