Waitrose is launching its biggest ever e-commerce marketing campaign as it gets ready to take on Ocado inside the M25.

Waitrose is currently unable to deliver within the M25 as part of its agreement with Ocado, which sells Waitrose food. But from 1 July that agreement expires, and it will offer a full service. In October, it will open a giant warehouse in west London to supply its operation.

Ocado has stated that approximately half of its gross sales in the year to November 2009 came from deliveries inside the M25.

The new marketing campaign will focus on Waitrose’s new “We shop like you shop” proposition, which allows customers to request personal touches, like deli ham sliced thickly, or extra ripe peaches. It will also highlight it free delivery for order of more than £50.

Earlier this year spent £10m revamping its website and re-branded its online service from Waitrose Deliver to Waitrose.com.

“Our research shows that customer service is of paramount importance to our online shoppers,” said Waitrose e-commerce director Robin Phillips. “Our new campaign highlights that customers receive the quality and value they enjoy from shopping at Waitrose with the added convenience and service provided online.

“It is underpinned by a new strapline for Waitrose.com - ‘We shop like you shop’ - showing how shopping online with us is every bit as good as doing it yourself.”