Between the Lines: Redefining Ocado's image

Ocado's decision to review its advertising (page 3) presents an interesting opportunity for the agencies involved.

Since the launch ads in 2002, which featured a series of angry children and the strapline "be more demanding", the company's advertising has never really succeeded in differentiating the brand's proposition from its rivals.

This is not because it has no story to tell: Ocado is popular with existing customers and wins numerous customer services awards. The winning agency will, however, have plenty to tackle in solving the residual confusion among potential customers over the brand name's similarity to Opodo, the online travel company.

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