Into the January deluge of price-cut offers and sales advertising comes Ocado Retail’s new year campaign, an idea with a point of difference – the last by St Luke’s for the brand. St Luke’s has worked with Ocado since August 2020.
It’s a bit cute with its talking vegetables but it’s also strikingly different. A strikingly different twist on the classic “customer testimonial” commercial, created in the style of a mockumentary where animated fruit, veg and other food items speak with unscripted praise for the brand provided by Ocado’s real customers.
The UK campaign, Ocado – Value worth talking about, launched on January 1 and runs through to March 31, with 30-second and 10-second TVCs, supported by a series of 15-second and 6-second films across social channels. The full campaign covers TV, VOD, social, YouTube, radio, digital display and OOH on Waterloo and Victoria Transvision, 6 sheets, and at various high-impact sites.
Sarah Emerson, head of brand at Ocado Retail, commented, “Our customers know us better than anyone else, so it makes sense to hear what they love about Ocado firsthand. The animated fruit and veg add a playful, engaging touch that’s very Ocado. We can’t wait to see what our customers think,”
Alan Young, joint chief creative officer at St Luke’s, added, “Everyone loves to talk about the food they’re buying, so rather than script ads, we interviewed Ocado super fans, asking them to tell us what they loved to buy and what they most valued about Ocado. But rather than see them talk, we asked Joe Giacomet to give their voices to the things they like to eat.”
The new campaign is an extension of the Ocado Food for Thought campaign that originally ran solely on social media. The campaign, also by St Luke’s, has been the online supermarket’s most successful social campaign to date which reached an impressive engagement rate of 33% (Source Ocado, 2024).
Credits:
Client: Ocado
Marketing Director: Eilidh MacAskill
Head of Brand: Sarah Emerson
Brand Marketing Manager: Cesca Holman
Senior Brand Marketing Executive: Ella Goring
Brand Marketing Executive: Bradley Crowley
Creative Agency: St Luke’s
Joint Chief Creative Officer: Alan Young
Creative Partner: Julian Vizard
Art Director: Laura Stevens
Agency Producers: Davina Hickson, Sian Parker, Christine Sibthorp
Agency Planners: Flora Proudlock, Zoe Smith
Business Director: Lisa Allen-St Hill
Senior Account Director: Maddie McCarthy
Account Manager: Matt Smith
Designers: Anna Leapman, Edie Paskin
Animators: James Shorrocks, Pascal Miller, Deniz Yavuz, Jon Hubbard
Photographer & Director: Joe Giacomet
Producer: Debbie Carmichael
Editor: Matthew Prickett
Post-production: 1920
Colourist: Kai van Beers
AFX Artist: Ben Revens
2D Supervisor: Emily Govinde
2D Artist: Kai Davies
Post Producer: Molly Russell
Sound Design: Jim Griffin & Owen Griffiths @ Sightsound
DoP: Simon Paul
Production Designer: Vicky Hurley
