Everyday Products Improve Everyday Life in St Luke's Ocado Campaign
Ocado, the world’s largest dedicated online grocery retailer and the fastest growing grocer in the UK, is launching a 360-degree campaign revealing a rebrand of the Ocado Own Range in a campaign to feature across TV, VOD, digital, social, OOH, press and radio through to the end of October.
Devised by creative agency St Luke’s, the campaign showcases new branding created in collaboration with Ocado and Jones Knowles Ritchie (JKR) - and brings to life the philosophy behind Ocado Own Range. Everyday products can improve everyday life, offering shoppers the brilliant quality they expect from Ocado, at prices they can afford every day.
The above-the-line media planning and buying handled by Hearts & Science, is the first time Ocado has advertised its Own Range brand. The campaign will feature two 30-second TV spots, three 30-second radio spots, press and OOH and will run for a total of eight weeks. The digital and data planning and execution is being handled by m/SIX and will serve to amplify Ocado’s Own Range message to new and existing customers utilising innovative data-driven strategies and bespoke audience segmentation across multiple channels and key partners including Facebook, Pinterest, Google and Teads.
The first TV ad shows an Ocado delivery van adapted into an amphibious vehicle, travelling along a canal and delivering window spray to a barge, with a voiceover saying: ‘Our cleaning essentials at a tidy price. Your home, shipshape’. The spot continues with a vegetable delivery ‘at pocket-friendly prices’ to a busy family, enabling them to cook their ‘house special’ meal.
The second spot features new packaging for Ocado Own Range frozen goods, stating they are at a ‘cool price’ and its new-look ‘bargain baking range’, including flour and eggs. The products help a family to put together a meal easily and quickly on a busy Monday, while the baking products are used for a rainy day bakeathon.
Both commercials finish with the line: ‘With our quality own range at great prices too, there’s an Ocado just for you.’
The headlines across the campaign playfully reinforce Ocado’s collaboration with its customers including: ‘Our frozen food – Your manic Monday”; “Our veggies – Your Sunday lunch trimmings”; “Our cleaning range – Your spotless Saturday” and “Our baking range – Your piece of cake”.
Laura Harricks, chief customer officer at Ocado said: “The value and quality of Ocado Own Range means customers can enjoy more of the benefits of our full offering of food and household items that matter - for less.”
Alan Young, chief creative office at St Luke’s said: “We needed to make an Own Brand Value campaign that only Ocado could make. It showcases the perfect product at the perfect price - delivered in the perfect way.”
Brand: Ocado Own Range
Client credits: Lisa McDowell, Head of Brand Marketing; Sarah Emerson, Brand Advertising & Media Lead; Alicia Clarke, Marketing Manager; Alex Locke, Senior Brand Marketing Executive
Campaign Title: Ocado Own Range
Creative Agency: St. Luke’s
Chief Creative Officer: Alan Young
Creative Partner: Julian Vizard
Art Director: Joanne Boyle
Copywriter: Matt Harvey
Chief Strategy Officer: Dan Hulse
Agency Planner: Tara Ellis
Agency Producer: Davina Hickson
Business Director: Emily Gill-Heginbotham
Senior Account Directors: Olive Logue and Samantha Cowley
Senior Account Manager: Maisie La Costa
Account Manager: Hope Shooter
Account Executive: Sam Everett
Director: Chris Balmond
Production Company: Outsider
Producer: Steve Elgar
Editor: Suzy Kearney @ Final Cut
Post Production: nineteentwenty
Sound design: Jungle
DoP: Theo Garland
Stills and Social Production
Producer & Project Manager: Georgie Moran
Photography & Retouching: Jonathan Kennedy
Food Stylist: Vicki Smallwood
Sound FX: 5A Studios
Designers: Tod Butler & Dan Forde
Motion & Animation: John Peter Meiring
Digital Build: Curious Productions
Social Production: Tag
Media Planning and Buying: Hearts & Science
Digital Data Planning and Buying: m/SIX
Category: Online retailers , Retail and Restaurants