Channel 4 and Tesco explore ultimate Ramadan essentials with Dúaa Karim, Ola Labib, and Smash Bengali

Channel 4 today announces its partnership with Tesco on the social branded entertainment series, Ultimate Ramadan Basket. Building on a strong history of the two brands collaborating, this series of social shorts marks the latest in a series of successful digital-first ventures between Channel 4.

Produced by the award-winning Gold Wala, audiences are invited to watch comedian Ola Labib, creator Smash Bengali and actor Dúaa Karim as they seek out the ultimate list of must-have Ramadan food staples, drawing on their own favourite ingredients and products from Tesco. Will they agree on the ultimate essentials and curate a definitive “Ultimate Ramadan Basket”? Their journey promises to laughter, learning, and plenty of mouth-watering discoveries.

Hanz MacDonald, Digital Commissioning Executive, 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, Gold Wala said: “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.”

Emma Hopkins, Partner Lab Leader at Channel 4 said: “This partnership is a great example of how we can work with brands on content that reflect its brand values but also aligns closely with Channel 4’s unique remit. By focusing on social media we can tap into trends and people’s desire for food content in a way that is digestible fun and wide-reaching.”

Chandni Modha, Senior Associate Director at WPP Media’s EssenceMediacom said: “Bringing Channel 4 and Tesco together for Ultimate Ramadan Basket has been incredibly rewarding. Our aim was to build a partnership that really allowed both brands to shine, creating content that’s perfectly aligned with Tesco’s values while tapping into Channel 4’s fantastic digital reach. It’s a wonderful demonstration of how powerful a collaboration can be in connecting with relevant audiences during such an important time.”

The digital shorts will drop on Channel 4’s Instagram, TikTok, Facebook and YouTube shorts starting from the 24 February 2026.

This 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, brokered and led by EssenceMediacom, ensured the content was strategically aligned with Tesco’s brand values and delivered across platforms that resonate with family audiences and provide digestible content.

Credits

• Digital Commissioning Executive: Hanz MacDonald, Channel 4
• Partnerships Lead: Andrew Ukiwa
• Production Lead: Mikal Habteab
• Producer: Gold Wala
• Executive Producer: Faraz Osman
• Media Agency: EssenceMediacom
• Client: Tesco