Ocado

At St Luke’s I was one of the lead creatives on Ocado. We won the account in 2020 just as the pandemic hit and online delivery services were having something of a moment and I got to help relaunch the brand with our pitch-winning idea; There’s an Ocado just for you.

Ocado’s problem was that, having become known as Waitrose’s delivery arm, everyone assumed that’s all they did. Delivering quinoa and organic caviar to the assorted posho’s of North London. In fact, they have a much bigger range than any other supermarket and are really good value on everyday essentials. Need a tin of tomatoes? In Tesco you’ve for 11 different options, at Ocado there’s 17.

With such a massive range, Ocado can cater for every different type of food shopper there is. So whether you’re planning an Ottolenghi dinner party and need some obscure subcategory of cardamon or you just want to rustle up something simple and healthy for the kids…. there’s an Ocado just for you.

TV

We launched the campaign with a 60-second TV ad that brought back the most old-skool of advertising devices: the jingle. As lead writer on the campaign one of my jobs was to write lyrics for the TV spot and supporting radio ads. Armed with every copywriter’s secret weapon - rhymingdictionary.com – I set about creating a jingle that would worm its way into the reluctant ears of the Great British public.

The campaign then spun out across press, OOH, social, YouTube skippable, digital display and more and rolled on for the next two years with separate campaigns covering Ocado’s Own Range, Summer Line-up, Christmas Specials and even a partnership with Disney. There’s was an Ocado just for Yule, an Ocado just for School. We tried to pitch them an Ocado just for April Fools, but they didn’t buy it.