In the competitive landscape of online grocery retail, Ocado, the world’s largest dedicated online grocery retailer, is making waves with its New Year ad campaign, shining a spotlight on its value proposition, the “Ocado Price Promise.” Created by the independent creative agency St Luke’s, this initiative introduces a refreshed strapline: “Get the price promise that really stacks up.”
The 30-second television ad, a key element of the campaign, emphasizes Ocado’s commitment to providing customers with a price promise that goes beyond the basics. The voiceover begins by drawing attention to a commonality among most supermarket price promises – they typically cover only a limited selection of products. Ocado challenges this norm by expanding its price promise to include not just essentials but also customers’ favorite brands.
A standout feature of the Ocado Price Promise is its comprehensive coverage, checking prices on over 10,000 products available on Tesco.com, inclusive of Clubcard prices. This commitment to comparing a vast range of items ensures that customers can trust Ocado to deliver not only quality but also unbeatable value.
The new strapline, “Get the price promise that really stacks up,” encapsulates the essence of Ocado’s offering. The use of the term “stacks up” implies not just a competitive edge but a tangible and substantial advantage. It positions Ocado as a retailer that doesn’t merely match prices; it surpasses them, creating a stack of value for its customers.
St Luke’s has seamlessly built upon the original Ocado Price Promise creative, which was introduced in May 2023. The agency’s innovative approach goes beyond traditional advertising, incorporating a series of social, digital, and out-of-home (OOH) executions. These executions cleverly utilize the visual device of cascading discount price roundels, a prominent feature in the TV campaign.
In one of the digital executions, an Ocado driver symbolizes commitment by delivering a staggering 10,000 products neatly stacked in an endless tower of totes. This visually reinforces the idea of Ocado’s commitment to delivering an extensive range of products covered by the Price Promise. Another execution strategically places the roundels across various formats in London, including dynamic OOH displays at major train stations.
The choice of “stacking up” as a central theme is not merely a visual metaphor but a strategic communication of value. It resonates with consumers, promising a commitment to unmatched prices and a dedication to delivering exceptional value on a broad spectrum of products.
As the campaign unfolds in the United Kingdom in January 2024, Ocado aims to reinforce its position as a leader in online grocery retail, offering not just convenience but an unparalleled commitment to affordability. The “Get the price promise that really stacks up” campaign signals Ocado’s dedication to delivering not just groceries but a promise of unbeatable value to its customers. Explore how Ocado’s Price Promise truly stacks up and sets a new standard in online grocery shopping.
