Ocado’s rapid delivery service, Zoom has revealed its second brand refresh in under three months following on from the previous logo’s controversial similarity to the pro-war Russian ‘Zwastika’.
Zoom’s initial brand refresh was unveiled in March, with the previous green logo ditched for a white ‘Z’ in a magenta circle. The new design has drew criticism however for its purported similarity to the pro-war Russian white ‘Z’ which has been daubed on Kremlin tanks during the ongoing invasion of Ukraine and has since come to embody jingoistic pro-Putin sentiment in Russia.
As a result, Zoom indicated at the time that the new logo would be withdrawn for “a small change” to be made, and effectively any traces of a white ‘Z’ have been discarded entirely.
Similar issues affected Swiss insurance giant Zurich, which proactively withdrew its famous white ‘Z’ logo over fears that implicit support for the invasion might be implied.
Zoom by Ocado’s will hoping for slightly less controversy this time around with the grocer hiring London creative agency St. Luke’s to oversee the revamp and its accompanying promotional campaign, set to be rolled out across video-on-demand, out-of-home, and social media channels, spearheaded by a new 30-second spot.
READ MORE: Zurich Insurance to scrap historic logo over ‘Zwastika’ fears
“Zoom by Ocado is a rapid delivery service, which doesn’t compromise on choice– it includes Ocado’s own-label ranges, M&S branded lines and hyper-local suppliers,” Zoom by Ocado senior customer lead, Zoe Hannah said.
“We’re set apart from the competition by our mountainous range of over 10,000 products to choose from, delivered in under 60 minutes.
She continued: “We are hugely excited to showcase this fantastic proposition in this fun interpretation of speedy groceries. We hope that our new campaign brings a smile to Londoners’ faces this summer.”
St. Luke’s chief creative officer, Alan Young added: “Ocado’s unique range of produce and branded products make this an ideal opportunity to add a playful personality to the Zoom by Ocado campaign.
“We hope the humorous portrayal of fast-moving items such as pineapples in safety helmets and the rhymes are a memorable and human connection to the new delivery service.”
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