A major integrated campaign devised by creative agency St. Luke’s in collaboration with Ocado’s own Creative & Branding team, will appear across a variety of family-focused touchpoints, such as TV, cinema, VOD, OOH, press, print, radio and bespoke van wraps.

The TV ad will feature across all major commercial UK networks, designed to reach family TV viewing. 

The 30-second TV spot, part live-action, part animation - shows an Ocado driver beckoning the recipe card to join him on deliveries. With the requisite fairy dust, the card obliges and at the first stop leads the meal bundle ingredients into the house. The card then lands into the delighted hands of the youngest member of the family. As the family prepare the meal together, the ingredients and kitchen utensils assist magically - the young boy taste-checks the pasta sauce courtesy of a levitating wooden spoon. Mum places a pot of basil in the middle of the table which theatrically bursts like confetti above the family, handily sprinkling onto their awaiting dinner plates as the recipe card pops itself into the drawer with the other cards.

The ad campaign itself retains the jingle and music introduced for Ocado’s launch brand campaign in May last year ‘There’s an Ocado Just For You’. Now with a Disney-inspired flavour, the music has been adapted using a cinematic, orchestral arrangement of strings, woodwind and brass; plus an endearing and contemporary female vocalist for the radio ads. 

Direct channels such as door drops and eCRM will be utilised to serve up further information about all the possibilities to explore with the meal bundles. Above the line media was planned and bought by Hearts & Science. Digital media has been organised by mSix and Ocado’s Digital Marketing team to amplify the campaign across search, social, display and video channels. Ocado’s bespoke on-site landing page will provide fun and games for children, alongside information about the full range of recipes on offer, encouraging consumers to ‘complete the recipe set’ with the incentive of a free gift.

The recipe bundles feature:

• Moana-inspired ‘Sail Away Lettuce Boats’
• 101 Dalmatians-inspired ‘Polka Dot Pizza’
• Cars-inspired ‘Traffic Light Burgers’
• Lion King-inspired ‘Green Grub Pasta’