Zoom by Ocado delivers fresh urgency to online grocery shopping
Ocado is sating consumer appetite for speedy grocery deliveries with the launch of a new service for impatient Londoners.
‘Zoom by Ocado’ is a delivery service that promises ‘incredible speed’ in bringing over 10,000 products to doors. St Luke’s has been tasked with bringing the public up to speed on the offer with a 360° campaign featuring helmet-wearing fruits and veggies flying straight into your arms.
A bunch of grapes jostles with a chili, a raspberry, an ear of corn and a pineapple for pole position while a narrator introduces the notion that “controversial pizza toppings” and “something to make your porridge less bland” are never more than 60 minutes away. She concludes with the strapline: “Zoom by Ocado – the speedy grocery app with mountains of choice.”
Zoe Hannah, senior customer lead for Zoom by Ocado, said: “Zoom by Ocado is a rapid delivery service that doesn’t compromise on choice – it includes Ocado’s own-label ranges, M&S-branded lines and hyper-local suppliers. We’re set apart from the competition by our mountainous range of over 10,000 products to choose from, delivered in under 60 minutes.”
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Alan Young, chief creative officer of St Luke’s, added: “Ocado’s unique range of produce and branded products make this an ideal opportunity to add a playful personality to the Zoom by Ocado campaign. We hope the humorous portrayal of fast-moving items such as pineapples in safety helmets and the rhymes are a memorable and human connection to the new delivery service.”
The campaign runs across video on demand, out-of-home, digital out-of-home, social and digital display, with media planning and buying provided by Pintarget.
Zoom by Ocado had some of the wind pulled from its sails earlier in the year when it was forced to drop its ‘Z’ logo amid unfortunate comparisons with the Russian ‘zwastika.’