Can a shopping list make you smile? Break your heart? Make you feel you’re not alone?
All of the above and that’s a power cell for online supermarket, Ocado. The OOH campaign by Uncommon Creative Studio breaks away from the formula of supermarket advertising of price and produce, presenting relatable stories about the people behind Ocado purchases.
Each emotive execution captures a different story – a birthday party, a proposal, heartbreak, homesickness – showing how every basket tells its own tale, and how Ocado is the delivery partner customers can rely on through it all.
One list reads: 1 Heartbreak, 1 M&S Luxuriously Soft Tisses, 1 M&S Everyday tea Bags, 1,000s More fish in the sea. Another lists: 1 M&S Sticky Toffee Pudding, 2 forks, 1,000 Butterflies.
There are also witty executions that communicate Ocado’s 99% order accuracy and price matching creds, and four reactive print ads for calendar moments including Wimbledon and the Euros, Father’s Day and Glastonbury.
The new work is the second supporting Ocado’s Life Delivered platform, offering a distinctive, human-led alternative to the rest of the category. The campaign makes one thing clear, wherever life takes you, Ocado delivers.
Sarah Emerson, head of brand at Ocado Retail, commented, “Shopping List Stories encapsulates everything we want to communicate to our customers in a distinctly heartwarming way. Not only are we the delivery partner you can rely on, in every life moment, but we’re the partner that gives unbeatable choice and reassuringly good value. After the incredible response we saw following the launch of Life Delivered, we’re truly looking forward to seeing these eye-catching ads make a splash across the UK.”
Tom Griffin, chief operations officer, Uncommon Creative Studio, added, “Our new outdoor work for Ocado is designed to make people stop in their tracks. From capturing real life stories in every shopping list to the nostalgic photography that injects a touch of magic into each execution — we hope it does its job in keeping Ocado top of mind with consumers. We’re excited to see this work out in the world.”
Media planning and buying by Havas Media UK aims to reach the whole of the UK, with print ads including the Telegraph, Guardian, Sunday Times and Observer Food Monthly, and OOH in major London Underground stations including Piccadilly Circus, Liverpool Street and Victoria, in addition to a key spot at Brighton train station.
