Campaign SpotlightPress Release

Ocado customers turn into talking fruits and vegetables in ‘Food for Thought’ by St. Luke’s

LONDON, UK – The world’s largest online supermarket, Ocado, has launched a playful customer-centric campaign that passes the mic over to their shoppers – while humorously transforming them into talking fruits and vegetables.

Over the next four weeks, in this suitably named campaign “Food for Thought,” 11 animated films will launch across Ocado’s social YouTube, Facebook, Instagram, Snapchat and Pinterest channels with the aim of informing and reminding the UK of the multiple benefits of doing their weekly shop, online at Ocado.


Food for Thought: Ruth & Dorothy, Range

Food for Thought: Masuma & Imtiaz, M&S

Food for Thought: Sue & Simon, Experience

From animated characters – such as an egg and cress, discussing Ocado’s wide range of mayonnaise, to two loved-up berries, who appreciate Ocado delivering M&S straight to their door – these films approach customer testimonials in a fresh and thumb-stopping way.

Ocado Chief Customer Officer Laura Harricks said, “It’s important to us that we’re delivering a great experience for our Ocado customers. From offering more choice of products than any other supermarket to ensuring that deliveries arrive as ordered, without substitutions. This campaign perfectly captures our customers’ sentiment, in their own words.”

St. Luke’s CCO Alan Young added, “Both agency and client are constantly moved by our customers’ Ocado stories, and we wanted to share them with more people. Our challenge was to try and make them visually interesting so we wondered, what would happen if these customers looked like the food they ordered from Ocado?”


Advertisers/brand: Ocado

Client: Sarah Emerson – Head of Brand Advertising
Ellie Smith – Marketing Manager
Kate Kennedy – Brand Marketing Executive

Campaign Title: Food for Thought
Creative Agency: St Luke’s
Chief Creative Officer: Alan Young
Art Director: Laura Stevens
Copywriter: Claire Wombwell
Agency Producer: Davina Hickson
Creative Producer: Christine Sibthorp
Chief Strategy Officer and Partner: Dan Hulse
Strategy Director: Charlotte Walters
Senior Planner: Tara Ellis
Business Director: Anastasia Terzeon
Senior Account Director: Sam Cowley
Account Director: Vicci Goulder
Account Manager: Amie Goldstein/Sam Everett
Senior Motion Designer: Jon Hubbard
Motion Designer: Jason Guest
Food Stylist: Charlotte Love
Media planning & Buying: Hearts & Science

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