Ocado has launched an exciting advertising campaign, ‘Inspired Choices’, to highlight the inspiration behind customer shopping habits.
The advert, developed by independent creative agency, St Luke’s, showcases the moments when customers are inspired to add items to their online shopping baskets.
This will run across broadcast, TV, VOD and social media with a 60-second, two 30-second hero films and 10-second cutdowns.
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The film features a variety of scenes where Ocado customers add a product from the online grocer’s range of 49,000 products.
In one scenario, a father witnesses a man spill food and is inspired to search Ocado’s website for ‘baby bibs’, while a woman on a date pulls out her phone to search for ‘waffle’ fries.
The campaign follows research by Ocado into the shopping habits of its customers, which found that many consumers do not add all items into their online basket in one go.
Over 2,000 shoppers were asked for the strangest place they have updated an online order, naming a funeral, a doctor’s waiting room, a bath, top of a mountain and a church in response.
Ocado head of brand advertising, Sarah Emerson, said: “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.”
‘Inspired Choices’ will launch on 4 July during Bake Off The Professionals on Channel 4.
The campaign comes as Ocado has slashed the price of over 100 branded, own-label and M&S everyday essential items, with some products across butter, cheese and bread lines having seen double-digit price cuts of up to 25%.