Campaign Spotlight

Campaign Spotlight: Ocado launches new brand campaign ‘just for you’ with St. Luke’s

LONDON, UK – Ocado, the world’s largest dedicated online grocery retailer and the fastest growing grocer in the UK, is launching its biggest national advertising campaign to date across social, digital, radio, TV, OOH, London Bus Wraps and Press from 8 May, 2021.  

 

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Devised by creative agency St. Luke’s, the campaign updates the strapline “The online supermarket” to a new endline: “There’s an Ocado Just For You” to reflect Ocado’s extensive product range allowing customers to truly personalise their shop with their favourite items.

With all above-the-line media planning and buying orchestrated by Hearts & Science, the campaign launches with a simultaneous broadcast at 9pm across all major commercial UK networks on 8 May; designed to reach families as they settle into their evening TV viewing. Digital media has been organised by mSix, using data-driven methods to amplify the campaign across search, social, display and video channels.

The 60-second spot shows an Ocado driver delivering to different locations and households, with his transportation humorously transforming into the corresponding delivery vehicle.  From a Morris Minor bread van; a small fishing boat sailing in with fresh fish; an Italian artisanal deli three-wheeler; a farmer’s tractor with fresh vegetables; an ice-cream van extending to reach the second-floor apartment; to a train of frozen food cabinets pulled by a Skidoo through a snowy street. 

The action is accompanied by a cheerful tune describing the scenes and ending with the memorable line ‘There’s an Ocado just for you’. The new endline refers to Ocado’s huge product range, customer experience and value: bringing to life the supermarket’s breadth of offering, which truly caters to every individual’s needs.

The advertising campaign reflects the wide range of items available online; Ocado offers more than 49,000 different products, far exceeding traditional bricks-and-mortar supermarkets. With over 5,000 M&S exclusives, a competitively priced own brand range, thousands of vegetarian options, and the widest range of organic fruit and veg, wines, ice cream and desserts on the market.  Recent additions to Ocado.com include a dedicated B-Corp aisle for eco-friendly brands, and a separate Rising Stars aisle, formed to celebrate new and up-and-coming British suppliers.

Laura Harricks, Chief Customer Officer at Ocado Retail said: “With a bigger range than any other supermarket, Ocado can truly deliver a personalised service to each customer. We’re tremendously excited to shout (and sing!) about this through our new campaign, as we look forward to welcoming more people than ever to come and experience Ocado’s terrific range, value and convenience.”

The original track features lyrics by St. Luke’s creatives Alan Young and Matt Harvey with the melody composed by Native. The use of a memorable jingle is a strong pull for the brand as it can be used across radio as well as digital and TV, bringing the tune and end-line to mind when it is seen in its static versions. Friend of the Ocado brand, Giovanna Fletcher, author and podcaster, supplies the voice-over.

Alan Young, Chief Creative Officer at St Luke’s said: “Now is the ideal time for Ocado to communicate its offering to prospective customers and remind existing ones of why it’s outstanding. The sheer breadth of Ocado’s offering means people can have more of what matters to them. This campaign makes the ubiquitous Ocado van an icon that represents a new level of personalised service for shoppers across the UK.”

Garrett O’Reilly, Managing Director, Hearts & Science said: “We’re incredibly excited to support Ocado through the next phase of their growth story. The ‘Ocado Just for You’ strategy has been a joy to work with from a media perspective. It’s meant we’ve been able to bring in dynamic audiences and messaging, to ensure even more people are aware of Ocado’s fantastic range and value, and that there truly is an Ocado just for them.”

The campaign also features Ocado’s new rebranding and colour change from green to grape, by Jones Knowles Ritchie; and a new Ocado “swirl” logo along with Ocado’s new custom typeface designed by F37 Foundry.

CREDITS

Advertiser: Ocado
Client: Lisa McDowell, Head of Brand Marketing
Sarah Emerson, Brand Advertising & Media Lead
Alicia Clarke, Brand Marketing Manager
Campaign Title: “Just for You”
Campaign Launch Date: 8 May 2021
Creative Agency: St. Luke’s London
Chief Creative Officer: Alan Young
Creative Partner: Julian Vizard
Creatives: Joanne Boyle, Matt Harvey and Hannah Talbut

AV:
Agency producer: Chloe London, Producer
Joel Campbell, Production Assistant 
Agency planner: Dan Hulse, Chief Strategy Officer
Tara Ellis, Planner
Business Director: Anastasia Terzeon
Senior Account Director: Emily Gill-Heginbotham
Account Manager: Maisie La Costa
Account Executive: Sam Everett
Director: DOM&NIC
Production Company: Outsider
Production co Producer  John Madsen

Post Production:
Editor: Ed Cheeseman @ Final Cut
VFX Production: The Mill
VFX ECD: Wes
Colourist: James Bamford
Exec VFX Producer: Alex Fitzgerald
Senior VFX Producer: Ange Toner
3D VFX Supervisor: Alan Williamson
2D VFX Supervisor: Zoe Cosh

Sound Design:
Sound Studio: String & Tins
Sound Engineer: Adam Smyth
Music supervision: Native
DoP: Stephen Keith-Roach

Music: Native
Composition: Lyrics – Alan Young, CCO and Matt Harvey, Creative – St. Luke’s
Music – Native

Media: Hearts & Science 
Digital media: M/Six
Design Agency: Jones Knowles Ritchie
Typeface: F37 Foundry

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