The jingle ad returns with a knowing smile in a campaign by St Luke’s for online grocery retailer, Ocado. This jingle knows you’ll think it’s cheesy and it knows you won’t be able to resist its pull. St Luke’s has also added some surreal humour to give its the jingle ad 21st century flourish.
It’s Ocado’s biggest national advertising campaign to date, running across social, digital, radio, TV, OOH, London bus wraps and press.
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.
The campaign updates Ocado’s strapline, The online supermarket, to a new endline, There’s an Ocado Just For You, to reflect Ocado’s extensive product range and capacity for personalising favourite items. Ocado offers more than 49,000 different products, far exceeding traditional bricks-and-mortar supermarkets, including recent addition, the Rising Stars aisle, to highlight new and up-and-coming British suppliers.
Alan Young, chief creative officer at St Luke’s, stated, “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.”
Media company, Hearts & Science, launched the campaign with a simultaneous broadcast at 9pm across all major commercial UK networks on May 8, 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.
Laura Harricks, chief customer officer at Ocado Retail, commented, “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 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:
Client: Ocado
Head of Brand Marketing: Lisa McDowell
Brand Advertising & Media Lead: Sarah Emerson
Brand Marketing Manager: Alicia Clarke
Creative Agency: St. Luke’s London
Chief Creative Officer: Alan Young
Creative Partner:Julian Vizard
Creatives: Joanne Boyle, Matt Harvey & Hannah Talbut
Producer: Chloe London
Production Assistant: Joel Campbell
Chief Strategy Officer: Dan Hulse
Planner: Tara Ellis
Anastasia Terzeon: Business Director
Emily Gill-Heginbotham: Senior Account Director
Maisie La Costa: Account Manager
Sam Everett: Account Executive
Print Producer: Georgie Moran
Lead Designer: Tod Butler
Designers: Ben Gilbey, Dan Forde, Kate Henderson
Project Manager: Georgie Moran & Andrew Thorne
Production Company: Outsider
Director: DOM&NIC
Producer: John Madsen
DoP: Stephen Keith-Roach
Editor: Ed Cheeseman @ Final Cut
VFX Production: The Mill
VFX Executive Creative Director: Wes
Colourist: James Bamford
Executive VFX Producer: Alex Fitzgerald
Senior VFX Producer: Ange Toner
3D VFX Supervisor: Alan Williamson
2D VFX Supervisor:Zoe Cosh
Sound Studio: String & Tins
Sound Engineer: Adam Smyth
Music Supervision: Native
Composition: Lyrics – Alan Young, CCO & Matt Harvey, Creative – St. Luke’s
Media: Hearts & Science
Digital Media: M/Six
Design Agency: Jones Knowles Ritchie
Typeface: F37 Foundry
Photographer: Jamie Orlando Smith
Production: CRXSS
Producer: Joanna Niklas
Photo Assistant: Ollie Jarman
Retouching: Digital Light
CGI, Repro & Digital HTML5: Curious Productions
