Brilliantly human humour by St Luke’s takes UK online grocer, Ocado’s, advertising away from the expected (price and/or quality) and into the realm of the very relatable. A pre-school play, a life drawing class and a terrible date become triggers for inspiration for additions to the shopping trolley.
The campaign is the next evolution in the online supermarket’s advertising, a shift in tone and purpose towards naturally observed moments of everyday life.
The campaign, Inspired Choice, also launches a new brand platform communicating Ocado’s core proposition of more choice. Ocado offers more than 49,000 different products, far exceeding traditional bricks-and-mortar supermarkets – including more than 5,000 Marks & Spencer products. The campaign creative, with its inset animation of people’s searches, demonstrates that there really is an Ocado just for you. Relatable humour makes it memorable – a life drawing student is inspired to pick up his smartphone mid-class and search for cocktail sausages, for example.
Driving the campaign is research into the habits of Ocado shoppers, including the insight that, unlike a trip to the supermarket, it’s not about adding everything to the trolley in one go. Instead, it’s a process of curating your shopping, making tweaks and additions whenever grocery inspiration strikes to achieve your perfect grocery order – something Ocado that is well placed to own.
To coincide with the new ad, Ocado asked more than 2,000 respondents for the strangest place they had amended an online order. Responses included “at a funeral, in the doctors waiting room, in a maths class, in labour – on the way to the hospital, sitting on top of a ride-on lawn mower, in the bath, at the fishmongers, up a mountain, in church and even on the toilet.”
Sarah Emerson, head of brand advertising at Ocado, commented, “Only Ocado makes online grocery shopping feel this effortless. An intuitive app, more delivery slots and more choice than any other supermarket. This new campaign is designed to show the incredible choice and the ease we bring to all of our customers every day.”
Al Young, joint chief creative officer at St Luke’s, added, “Shopping with Ocado means you gradually populate your basket as inspiration strikes. The creative twist is sometimes, shopping becomes a covert operation. Thirtytwo have delivered precisely the funny, nuanced film we all hoped for.”
The Inspired Choices campaign launched on July 4 in the UK, with 60-second and two 30-second hero films and 10-second cutdowns running on broadcast TV, VOD and social media. It will dovetail with the 10,000 Price Promises, also created by St Luke’s, which launched Ocado’s new value proposition last month. Media is by Hearts & Science and Threepipe.
Credits:
Client: Ocado
Head of Brand Advertising: Sarah Emerson
Brand Marketing Manager: Ellie Smith
Senior Brand Marketing Executive: Kate Kennedy
Marketing Graduate: Muna Ali
Agency: St Luke’s
Joint Chief Creative Officer: Al Young
Creative Partner: Julian Vizard
Creative Team: Phillip Meyler & Darren Keff
Agency Producer: Chloe London
Agency Planner: Charlotte Walters
Business Director: Anastasia Terzeon
Senior Account Director: Claire Smith
Account Director: Charlotte Crawley
Production Company: Anonymous Content
Directors: thirtytwo (Dylan Southern & Will Lovelace)
Producer: George Saunders
Editor: Billy Mead @ tenthree
Post Production & Motion Graphics: Timed Based Arts
Grade: Simone Grattarola & Max Ferguson-Hook
Motion Graphics Designer: Tom Robinson
VFX Supervisor: Timo Huber
Post Producer: Mia Saunders
DOP: Chris Sabogal
Sound Design: Ben Leaves @ Jungle
Media: Hearts & Science & Threepipe
