Inside the launch of Ocado's first magazine
Creative agency Sunday won at The Drum Awards for Content 2022 in the Best Use of Print in a Content Marketing Campaign category for its OcadoLife. Here, we find out more about what went into this creative project.
OcadoLife Magazine
Online grocery retailer, Ocado, recognized that it had limited opportunities to interact with customers, so with the help of creative agency Sunday, they created OcadoLife magazine to bring customers deeper into the world of food, recipes and Ocado itself.
The brief
Ocado needed to further relationships with its online customers, but outside of its delivery drivers, they were limited to virtual interactions. Their aim to share a passion for food, inspire customers and keep them engaged post-transaction was at the top of their intended marketing strategy. Ocado’s brand pillars of range, value, and experience needed to be front and center and told in a creative, organic way.
The idea
With the help of the Sunday agency, they created OcadoLife magazine which was available to customers upon checkout. The publication included a variety of elements including recipes, supplier exclusives, expert features, cooking tips, organizational ideas, and behind-the-scenes brand stories that drew attention to Ocado’s unmatched service and sustainability efforts.
The online magazine was also incorporated with a stunning visual identity that encouraged mouth-watering conversations about food, and Ocado’s products. OcadoLife focuses on including all customers, no matter their cooking experience or budget, as well as being inclusive of all readers. During the magazine's relaunch in 2021, they included new features to maximize brand opportunities and add a sense of community for their readers.
A new brand partnership with Disney has been added to the magazine’s content, as well as other featured partnerships with key brand ambassadors such as Lisa Faulkner and Giovanna Fletcher.
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The results
OcadoLife resulted in a visual celebration of food and resulted in customers requesting the magazine at checkout. Ocado smartly included a back end that allowed them to measure the basket size of the magazine’s readers, versus those who did not request the periodical. Fresh content combined with fresh food enabled the grocer to dramatically increase basket spending amongst magazine readers.
Suppliers also enjoyed a higher uplift from advertisements within the magazine, as well as specific product line's increase of sales. Over 56% of readers even reported being motivated to try new or unusual products because of reading OcadoLife.
This campaign was a winner at The Drum Awards for Content 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
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