Ocado - "Cleaning Range & Fruit & Veg"

St. Luke’s Communications

St. Luke’s Communications London, United Kingdom

3359

Brand: Ocado
Country: United Kingdom

Advertiser: Ocado

Title	Cleaning Range & Fruit & Veg
Agency	St. Luke’s Communications
Campaign	Ocado Own Range
Advertiser	Ocado
Brand	Ocado
Date of First Broadcast/Publication	2021 / 9
Business Sector	Online Retail, E-store
Tagline	There's an Ocado Just for You
Story	The TV ad shows an Ocado delivery van adapted into an amphibious vehicle, travelling along a canal and delivering window spray to a barge, with a voiceover saying: ‘Our cleaning essentials at a tidy price. Your home, shipshape’. The spot continues with a vegetable delivery ‘at pocket-friendly prices’ to a busy family, enabling them to cook their ‘house special’ meal.
Philosophy	Ocado, the world’s largest dedicated online grocery retailer and the fastest growing grocer in the UK, is launching a 360o campaign revealing a rebrand of the Ocado Own Range in a campaign to feature across TV, VOD, Digital, Social, OOH, Press and Radio from 17 September. Devised by creative agency St Luke’s, the campaign showcases new branding created in collaboration with Ocado and Jones Knowles Ritchie (JKR) - and brings to life the philosophy behind Ocado Own Range. Everyday products can improve everyday life, offering shoppers the brilliant quality they expect from Ocado, at prices they can afford every day. The above-the-line media planning and buying handled by Hearts & Science, is the first time Ocado has advertised its Own Range brand, launches on Emmerdale on ITV on Friday evening with the first of two 30” spots. The campaign will also include three 30” radio spots, press and OOH and will run for a total of eight weeks. The digital and data planning and execution is being handled by m/SIX and will serve to amplify Ocado’s Own Range message to new and existing customers utilising innovative data-driven strategies and bespoke audience segmentation across multiple channels and key partners including Facebook, Pinterest, Google and Teads. Both commercials finish with the line: ‘With our quality own range at great prices too, there’s an Ocado just for you.’ The headlines across the campaign playfully reinforce Ocado’s collaboration with its customers including: ‘Our frozen food – Your manic Monday”; “Our veggies – Your Sunday lunch trimmings”; “Our cleaning range – Your spotless Saturday” and “Our baking range – Your piece of cake”.
Media Type	Television
Length	30 seconds
Production Company	Outsider
Editing Company	Final Cut
Sound Design Company	Jungle Studios
Advertising Manager	Lisa McDowell
Advertising Manager	Sarah Emerson
Advertising Manager	Alicia Clarke
Advertising Manager	Alex Locke
Chief Creative Officer	Alan Young
Creative Partner	Julian Vizard
Art Director	Joanne Boyle
Copywriter	Matt Harvey
Chief Strategy Officer	Dan Hulse
Agency Planner	Tara Ellis
Agency Producer	Davina Hickson
Business Director	Emily Gill-Heginbotham
Senior Account Director	Olive Logue
Senior Account Director	Samantha Cowley
Senior Account Manager	Maisie LaCosta
Account Manager	Hope Shooter
Account Executive	Sam Everett
Director	Chris Balmond
Producer	Steve Elgar
Editor	Suzy Kearney
Post Production	Nineteentwenty
Director of Photography (DOP)	Theo Garland
Producer & Project Manager	Georgie Moran
Photography & Retouching	Jonathan Kennedy
Food Stylist	Vicki Smallwood
Sound FX	5A Studios
Designer	Tod Butler
Designer	Dan Forde
Motion & Animation	John Peter
Digital	Curious Productions
Social Media Agency	Tag
Media planning/buying	Hearts & Science, MMC
Digital Data Planning and Buying	m/SIX