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Creative

Ocado Celebrates Summer Season with Classic Characters Campaign

Campaign by St. Luke’s highlights classic summer characters that we all know and love

Ocado Celebrates Summer Season with Classic Characters Campaign

Though the British summer may be unpredictable, this year it is more highly anticipated as people are eager to get outdoors safely to see friends and family after months of lockdown. In this new three-month campaign from Ocado, viewers are reminded of those idiosyncratic summer characters who we all recognise. The summer campaign, launching on TV from 4 June, sits under the previously launched brand platform ‘There’s an Ocado just for you’ 

The new campaign by St. Luke’s London, celebrates the summer traditions of BBQs, picnics, sun-bathing and garden get-togethers and highlights tribes of people with familiar characteristics who like to get together and eat outdoors in the sunshine. From ‘charred sausage lovers’, to ‘half in the sun, half in the shade picnic-ers’, ‘gin o’clockers and ‘sunset spritzers’. The sunny tribes are matched to deals on much-loved brands including Heinz ketchup, Doritos and Holy Guacamole. 

Summer themes are also highlighted with sports fans cast as ‘half-time snack grabbers and tennis pros who like their strawberries as the ‘armchair umpires’. Being safe in the sun is also covered, with the ‘can you do my backers’ - the folks we all recognise who cannot quite reach with the sun cream. 

The new multi-media campaign will run on TV, OOH, print, digital and social until the end of August and supports the brand campaign which launched last month. Amazing summer deals are framed in a fun and relatable way – and helps points the viewer to ‘Ocado just for you’ – via the customer’s favourite foods.

Laura Harricks, chief customer officer at Ocado says, “This year, summer has been something we have all been looking forward to. Socialising and eating together has been limited over the past months and it’s nice to remember the fun things about getting together and having something to eat. At Ocado we hope to bring those people together by offering some great summer deals and inspiring people to go outside and get the BBQ going.”

Alan Young, CCO of St Luke’s says, “Rarely is a summer so hotly anticipated. To help everyone make the most of it, Ocado has a collection of deals to delight even the most idiosyncratic customer. Our campaign aims to prove that Ocado can bring the perfect summer shop to all of us”


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Client

Advertiser: Ocado

Head of Brand Marketing: Lisa McDowell

Sarah Emerson, Brand Advertising & Media Lead: Sarah Emerson

Alex Raybould, Brand Marketing Manager: Alex Raybould

Senior Brand Marketing Executive: Byrony Thomas

Agency

Creative Agency: St. Luke’s London

Executive Creative Directors: Jules Vizard and Al Young

Art Director: Joanna Boyle

Copywriter: Matt Harvey

Agency TV Producer: Davina Hickson

Agency Stills Producer: Georgie Moran

Agency Planner: Dan Hulse, Chief Strategy Officer and Tara Ellis, Planner

Business Director: Anastasia Terzeon

Account Director: Ross Ritchie

Account Managers: Maisie La Costa and Hope Shooter

Account Executive: Sam Everett

FILM

Director: Gus Filgate

Producer: Clare Timms

Production Company: Darling Films

DoP: Matt Fox

Post-Production: nineteentwenty

Editor: John Mayes

Colourist: Kai Van Beers

Sound Studio: Jungle

Sound Engineer: Ben Leeves

Music supervision: Native

PRINT

Agency Producer: Georgie Moran

Lead Designer: Tod Butler

Designers: Ben Gilbey, Dan Forde, Kate Henderson

Typographer: Dan Forde

Project Manager: Georgie Moran

Photographer: Jamie Orlando Smith

Production: CRXSS

Producer: Joanna Niklas

Food stylist: Rob Morris

Food stylist assistant: Livia Abraham

Prop Stylist: Aurelien Farjon

Digital Operator: Liam Desbois

Photo Assistant: Ollie Jarman

Retouching: Digital Light

Repro: Curious Productions

Media

Media Planning & Buying: Hearts & Science

Digital media: M/Six

Category: Retail and Restaurants , Supermarkets