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By John Glenday, Reporter

May 22, 2023 | 2 min read

The 30-second spot by St Luke’s sees cliched icons turned into physical roundels.

British retailer Ocado is subverting its online grocer roots by taking the cliched 'value' graphic that typically litters supermarket TV spots and crafting physical versions.

A custom pound-sign roundel designed by Ocado’s creative team is shown popping up around a family kitchen, first bursting forth from a bread bin before spilling out of a fridge.

Illustrating the scale of bargains the advert concludes with an avalanche of tags cascading from a wall cupboard, highlighting the fact that over 10,000 items are included in the price promise.

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Created by St Luke’s, the spot runs across TV, video-on-demand services, YouTube, social media and digital until July.

Al Young, joint chief creative officer at St Luke’s, commented: “The red roundel is the symbol of a keenly priced supermarket item. And just as Ocado has more choices than its competitors, its range of price-matched goods dwarfs every other supermarket. We wanted to bring that sense of deals-at-scale to life and Fatal Farm did a fine job dramatizing it.”

Ocado vows that if a like-for-like Ocado shop is not cheaper than Tesco.com, it will refund customers with a voucher for the difference. A red down arrow emblazoned with a pound sign is used to illustrate this on selected products.

The online grocer has previously championed its rapid deliveries, promising to get 10,000 staple products to your door with ‘incredible speed’.

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