Online supermarket Ocado has dropped its ‘Be more demanding’ ad campaign as it changes tack on advertising.
The tagline of a new poster and radio campaign which breaks this week is ‘Devoted to your shopping’. It targets consumers who may have been put off by shopping online for groceries by bad experiences.
The ads highlight how Waitrose supplies Ocado’s superior customer service - one-hour delivery slots, careful packing, freshness, and minimal substitution.
The campaign will run on an ongoing basis in the south east and the Midlands.

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