Heresy wins through-the-line drive for Ocado

LONDON - Ocado, the online supermarket part-backed by Waitrose, is returning to advertising to attract an audience of busy mums, backed by direct mail and door-drops.

The online delivery service had suspended its advertising last year after response outstripped Ocado's ability to service new customers. However, it now has the capacity to take on more shoppers and is running a press and poster campaign across London.

Heresy has created a campaign that builds on its "be more demanding" line introduced last year. Executions show a series of children demanding more from supermarkets. The ads are based on Ocado's commitment to customer service, combined with unreasonable demands from the children.

The ads will run in local press as well as on six-sheet, 48-sheet and cross-track formats from June 2. The media strategy for the campaign, developed by Heresy and Ocado's media agency, Brand Connection, was to make the advertising as targeted as possible. Outdoor sites were individually selected on the basis of them being able to target as many mothers as possible. This localised approach is backed by direct mail and door-drops.

Shaun McIlrath, a creative partner at Heresy, said: "The campaign uses a targeted approach with the direct mail and door-drops data-driven. We literally hand-picked the poster sites to make the campaign as narrowcast as a broad branding campaign can be.

"The advertising is only a small part of the overall creative challenge. Ocado has taken the time to create a unique service for its customers," he added.

The campaign was art directed by Andy Taylor and written by McIlrath.

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