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UK online grocery platform Ocado has launched a series of TV spots that highlight the bang for the buck grocery deals you can get out of it.
Made together with agency St.Luke's, the "Value Worth Talking About" campaign sees vegetables and fruits coming to life to talk about the inexpensive yet quality produce that Ocado offers.
Shot in the style of a mockumentary, the spot uses unscripted feedback and praise from actual Ocado's customers, spoken by its grocery products.
The campaign will be promoted across a range of platforms, including TV, VOD, social media, YouTube, radio, digital displays, and prominent OOH locations like Waterloo and Victoria Transvision.
Kicking off on January 1st, the TV ads will run until March 31st in punchy 30-second and 10-second cuts, complemented by snappy 15-second and 6-second films across social media.
Notably, the latest campaign serves as an extension of Ocado's ongoing "Food for Thought" brand platform, which also happens to be its most successful social campaign by far.
"Everyone loves to talk about the food they’re buying, so rather than script ads, we interviewed Ocado super fans, asking them to tell us what they loved to buy and what they most valued about Ocado," shared Alan Young, joint chief creative officer at St Luke’s.
"But rather than see them talk, we asked Joe Giacomet to give their voices to the things they like to eat," he added.
By using honest opinions from real Ocado customers, the grocery service's brand marketing strategy stands out among the sea of brands offering discounts and deals at the start of the new year.
Working together with skilled ad agencies allows brands like Ocado to craft creative campaigns that not only capture attention but also build genuine connections with their audience.
What the Customers Are Saying
The 30-second hero spot starts off with talking onion and garlic, Sian and Sarah, chatting about their Ocado shopping experience with the other produce on the table.
"Whenever I tell anyone that I shop with Ocado, they always say, 'Oh, that's so expensive!' And I say, no, it's absolutely not! It's for everybody," the onion shares.
Sian then touts the freshness of the produce, calling them plump and colorful.
Ruth, a tomato, chimes in the discussion to say that Ocado matches your shop on thousands of products to Tesco.com.
Her daughter Dorothy then replies, saying: "Mum thinks Ocado does that, especially for her, so I had to tell her they do that for everybody!"
The spot ends with the brand logo on display alongside the campaign slogan: "Value Worth Talking About," a sentiment echoed in recent trends across the retail world.
Recently, Walmart's "Wirkin" bag has gained virality for being the "designer dupe of a lifetime," highlighting how brands are capturing consumer attention by offering quality and affordability.
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