Online grocery retailer Ocado has launched a new integrated campaign to promote its ‘Ocado Price Promise’ value proposition ahead of the summer.
Developed by agency of record St Luke’s, the omnichannel campaign is spearheaded by a 30-second spot that physically illustrates the vast extent of items included within the ‘Price Promise’.
Launched in March this year, the Price Promise currently covers over 10,000 products, matching the price of like-for-like shopping on tesco.com, including Clubcard deals.
“At Ocado, everything we do starts with our customers, and we know how important value is to them at a time when house-hold budgets are stretched,” Ocado head of brand advertising, Sarah Emerson said.
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“We continue to support customers by investing in price and hope our extensive Ocado Price Promise leads the way in helping them find great value.”
Running across TV, video-on-demand services, YouTube, social media and digital through to July, the campaign was planned and bought through Hearts & Science and Threepipe.
St Luke’s joint chief creative officer, Al Young added: “The red roundel is the symbol of a keenly priced supermarket item. And just as Ocado has more choice than its competitors, its range of price-matched goods dwarfs every other supermarket. We wanted to bring that sense of deals-at-scale to life and Fatal Farm did a fine job dramatising it.”
