In the latest grocery advert to lean heavily on both humour and customer insights, Ocado’s campaign highlights key moments when its customers are struck with the inspiration to add items to their virtual shopping trolley.
Developed by independent creative agency St Luke’s, the integrated campaign ‘Inspired Choices’, will feature a 60-second, two 30-second hero films and 10-second cutdowns to run across broadcast TV, VOD and social media.
The campaign marks the launch of a new brand platform communicating Ocado’s core proposition of more choice, signalling a shift in the online supermarket‘s advertising tone as it focuses on the naturally observed moments of everyday life.
The film depicts various scenarios where customers remember to add an item of Ocado’s 49,000 product range, including over 5,000 Marks and Spencer products, with the strapline ‘Ocado just for you’.
Subscribe to Marketing Beat for free
Sign up to get the latest marketing news straight to your inbox each morning
In one scene, two mothers are shown proudly filming their children from the stage during a school play, before the camera angle changes and reveals that one of the mothers is actually searching for ‘mint sauce’. Another clip shows a life-drawing student remembering to buy ‘cocktail sausages’ after glancing at his life-drawing model…
The campaign follows Ocado’s research into the habits of its shoppers, including the insight that many consumers do not add all items into their online trolley in one go, unlike traditional trips to the supermarkets.
Ocado asked more than 2,000 participants for the strangest place they have amended an online order, with responses including at a funeral, in the doctor’s waiting room, in a maths class, in labour, on the way to the hospital, sitting on top of a ride-on lawn mower, in the bath, at the fishmongers, up a mountain, in church and even on the toilet.
“Only Ocado makes online grocery shopping feel this effortless.” said Ocado head of brand advertising, Sarah Emerson.
“An intuitive app, more delivery slots and more choice than any other supermarket. This new campaign is designed to show the incredible choice and the ease we bring to all of our customers every day”
St Luke’s joint chief creative officer, Al Young, commented: “Shopping with Ocado means you gradually populate your basket as inspiration strikes. The creative twist is sometimes, shopping becomes a covert operation.”
The new campaign coincides with the brand’s ‘10,000 price promises’ value proposition which launched Ocado’s last month, also created by St Luke’s.
Inspired Choices will launch on 4 July during Bake Off The Professionals on Channel 4.
