Ogilvy & Mather reveals debut Ocado ad campaign

LONDON - Ogilvy & Mather is unveiling its first work for Ocado, the online food delivery service backed by Waitrose.

The poster and radio campaign, which breaks on 2 June, encourages consumers to sample the Ocado shopping experience by highlighting its distinctive characteristics, including one-hour delivery slots and extra-careful packing. It drops the "be more demanding" slogan introduced by Heresy.

One of the ads features a cartoon biscuit and carries the words: "Well butter my bottom and call me a biscuit. Only Ocado delivers your groceries in handy one-hour time slots."

Another version features an astronaut. It reads: "We boldly go where no delivery man has gone before. We carry your groceries straight to your kitchen." The endline reads: "Devoted to your shopping."

The campaign was written by Jim Ritchie and art directed by Chris Hart.

Media, which was planned and bought by Starcom Motive, will see the posters run as 48-sheets in the core regions of the South-East and the Midlands.

The campaign targets people who may have been put off from shopping online for their groceries.

O&M's executive creative director, Malcolm Poynton, said: "Ocado is a bunch of lovely, caring people who do your shopping for you and put it in your kitchen.

"We wanted the ads to reflect their personality while stating the products clearly. After all, that's what makes them refreshingly different."

O&M picked up the integrated account in March after a final shoot-out against Ben Mark Orlando.

The review followed a decision by Heresy, the integrated agency, to resign the account in January, three years after winning it.

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