Ocado is the latest grocery retailer to focus on keeping prices low for the new year with a “punchy” integrated ad campaign which focuses on the ‘10,000 price promises’ offered by the online supermarket.
Created by independent creative agency St Luke’s, the latest iteration of the Ocado Price Promise ad builds on the original concept which was created last year.
The 2024 version of the 30-second ad begins “Most supermarket price promises only include hundreds of products. How about a price promise that covers more than the basics and also includes your favourite brands?”.
Specifically, the ad highlights that Ocado now checks the cost of over 10,000 products on Tesco.com – including Clubcard prices – before ending with a new strapline: “Get the price promise that really stacks up.”
Already showing on TV, it takes the grocer’s value proposition to the next level by directly comparing Ocado’s offering to other grocery retailers and including the guarantee that if a customer’s like-for-like shop would have been cheaper at Tesco (including all active promotions) they will automatically receive a voucher for the difference.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
A series of new social, digital and OOH executions have also been created to support the TV campaign and will be showing from 15 January, drawing on the image of the cascading discount price roundels featured in the film.
One shows an Ocado driver delivering 10,000 different products, while another uses digital screens to show the roundels themselves filling up multiple formats at high-traffic locations across London, such as major train stations.
St Luke’s joint chief creative officer Al Young said the agency was looking for “the clearest way of dramatising the broad range of Ocado’s offer, with a punchy campaign showcasing the confidence that the brand has in its proposition”.
“Everything we do at Ocado starts with our customers and we know that getting great value groceries is more important than ever,” added Ocado head of brand advertising Sarah Emerson.
“The Ocado price promise means our customers can shop with confidence, safe in the knowledge that their shop is matched to Tesco.com on over 10,000 products, including Clubcard prices.”
The campaign runs through to the end of March 2024.
