Selling the supermarket no one can see
Ocado isn’t like other supermarkets. The key difference is that, because they’re purely online, their produce comes directly from their state-of-the-art warehouse and therefore fresher.
But hardly anyone had heard about them.
BD Network were tasked with driving acquisition with an integrated campaign. Differentiation was key.
‘We are not a supermarket, we are Ocado’
Research led BD Network to their creative proposition: ‘We are not a supermarket, we are Ocado’. And from the way it looked to the way it worked, BD Network welcomed customers to a different kind of supermarket.
Our vibrant brand story was delivered through a TVC, outdoor, digital outdoor and radio and BD Network incentivised customers with targeted door drops, press, press inserts and digital banners offering £20 off their first shop.
Ocado went from a little-known website to the UK’s biggest online supermarket.
Signs of success
- 80 per cent acquisition uplift
