Online supermarket Ocado has launched an “evocative” new campaign that centres on human stories.
The marketing drive, ‘Shopping List Stories’, features a series of out-of-home and print ads that capture everyday life, with each activation showcasing a different tale.
One execution features a blurred photograph of people holding hands next to a shopping list that reads: “one tin of Ocado Gold Roast Instant Coffee, and zero words”.
Sarah Emerson, head of brand at Ocado Retail said: “Shopping List Stories encapsulates everything we want to communicate to our customers in a distinctly heart-warming way.
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Crafted by Uncommon Creative Studio, the work is the second campaign the brand has launched since unveiling its new brand platform, Life Delivered.
It will run across print media, including The Guardian, Sunday Times and The Telegraph and out-of-home in London Underground stations, including Piccadilly Circus, Liverpool Street and Victoria.
Tom Griffin, chief operations officer at Uncommon Creative Studio, added: “Our new outdoor work for Ocado is designed to make people stop in their tracks.
“From capturing real-life stories in every shopping list to the nostalgic photography that injects a touch of magic into each execution, we hope it does its job in keeping Ocado top of mind with consumers. We’re excited to see this work out in the world.”
