Ocado, the UK’s leading online supermarket, recently launched an integrated advertising campaign titled ‘Inspired Choices’ to highlight how customers spontaneously add items to their shopping lists throughout the day based on little inspirations and reminders in their daily lives.
More Choice and Convenience for Online Grocery Shopping
Ocado’s new campaign revolves around its core proposition of more choice and convenience. Unlike traditional brick-and-mortar supermarkets, Ocado offers customers the ability to curate their shopping lists and make tweaks and additions whenever grocery inspiration strikes. This frictionless service is what sets Ocado apart and makes online grocery shopping feel effortless. Developed by independent creative agency St Luke’s, the campaign marks the launch of a new brand platform communicating Ocado’s core proposition of more choice, signaling a shift in the online supermarket’s advertising tone as it focuses on the naturally observed moments of everyday life.
The online supermarket has more than 49,000 different products available, including more than 5,000 Marks and Spencer items. This vast range of products means that there really is an ‘Ocado just for you.’ Customers can easily find what they need and add it to their virtual shopping cart, resulting in a stress-free shopping experience.
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‘Inspired Choice’: A Humorous Take on Everyday Moments
The ‘Inspired Choice’ campaign takes a humorous approach to everyday moments that spark inspiration for customers to add items to their shopping trolleys. The 60-second film depicts various scenarios, including a mum filming her child’s stage debut, a life-drawing student picking up his phone mid-class, and many more.
In each scenario, an inset animation scrolls through just a few of the possibilities thrown up by each search, from M&S Dinky cocktail sausages to M&S Meringue Nest and countless other brands in between. This humorous take on everyday moments is what makes the ‘Inspired Choice’ campaign stand out. The ad films will run on television, video-on-demand services, and social media.
Bottomline
Ocado’s ‘Inspired Choice’ campaign is a humorous take on online grocery shopping, showcasing creativity by featuring the vast range of products available on their platform. The campaign’s focus on customer insights and humor is a shift in Ocado’s advertising tone, highlighting the naturally observed moments of everyday life. With its unbeatable choice and frictionless service, Ocado is leading the way in online grocery shopping.
