Ocado set to fight back in home delivery battle with Waitrose

Ocado is plotting a nationwide marketing fightback after Waitrose rolled out an ad campaign promoting its Waitrose.com online delivery service to consumers within the M25 orbital last week.

Ocado set to fight back in home delivery battle with Waitrose

The online-only grocer has confirmed plans to increase its above-the-line presence with its first major ad campaign for more than a year, as it goes head-to-head with Waitrose in London for the first time.

The retailers have a partnership until 2020 that enables Ocado to sell Waitrose goods. However the deal, penned last June, enables them to compete in the London market.

A two-week radio push will air on Magic in London and Heart in the rest of the UK. It brings the return of the ‘Ocado man’, who sings through a vocoder about the service.

The campaign, by Do, comprises a 30-second ad, and a 10-second version incorporating a £15-off direct-response mechanism.

Ocado is also investing in sports sponsorship. It had a pitch-side presence at last week’s Wigan vs St Helen’s rugby league match, using the line ‘Ocado.com – no more supermarket scrums’; its branding also appeared at cricket venues during England’s recent Test match series against Sri Lanka. Further above-the-line activity will launch in July.

Matt Knight, Ocado’s head of marketing, said: ‘We do a lot of below-the-line, but as we continue to grow and get a higher profile, we use above-the-line to turbo-charge it.’

He added that Ocado is preparing to announce the appointment of a customer insight manager.

Earlier this year, Waitrose invested £10m in relaunching its website and rebranding its delivery service.

Waitrose’s 10-week campaign will promote the offer of free delivery for orders worth more than £50.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content