Ocado is dropping its ‘There’s an Ocado Just For You’ jingle and tagline after four years.
In its place, the online supermarket has launched a new brand platform – ’Life Delivered’ – which positions the brand, it says, as “a trusted partner as its customers navigate the joyful ebbs and flows of modern life”.
A TV advert airs tonight (Thursday) depicting a summer birthday party – but played in reverse – which ends/begins with an Ocado shopping delivery.
The “captivating backwards sequence” works to give the sense “the viewer were flicking through a photo album of personal memories” with the Ocado delivery the “catalyst” for the party, “reaffirming the important role the brand plays in our lives” Ocado said.
The film is set to a Britpop track Let Forever Be by the Chemical Brothers, which features vocals from Noel Gallagher. The song choice was “a sound that’s sure to evoke memories of British summers gone by, as well as a timely reminder of Oasis’ upcoming tour” Ocado said.
“Life Delivered has taken our promise of unbeatable choice, unrivalled service and reassuringly good value and turned it into a truly emotive comms platform,” said Sarah Emerson, head of brand at Ocado Retail. “We know that our customers are spinning lots of plates and for many, Ocado plays a central role in reliably delivering what they need. We can’t wait to see it out in the world and look forward to seeing the response from customers.”
The new brand platform was created by Uncommon Creative Studio, which has worked with British Airways, Ecover, Monzo, Hiscox, JD Sports and Chelsea FC on recent campaigns.
Uncommon partnered with global production company Love Song to create the TV advert, which will also air in cinemas and be followed by an OOH and print campaign, as well as a marketing drive on YouTube, Meta and radio later this month.
“Ocado is a fantastic brand, which deserves to be far better known than it is,” said Lucy Jameson, co-founder of Uncommon Creative Studio. “They came to us in a moment of change, and we’re so excited for the launch of this platform, which we believe will really connect with a wider audience. In a Britain which often feels broken, reliability is exactly what people crave. They need brands they can trust amidst the chaos of life and everything it throws at us.”
The media strategy – delivered by Havas Media UK – commences with the TV ad appearing in “culturally relevant, light-hearted programming” such as Taskmaster, Britain’s Got Talent and Gogglebox.
“For an online-only supermarket, the challenge is being more physically and emotionally available,” said Dan Holt, strategy partner, Havas Media UK. “Our strategy brings human connection to every touchpoint experience, making Ocado feel closer.”
Ocado debuted the ‘There’s an Ocado Just For You’ strapline in 2021, replacing its existing slogan ‘The Online Supermarket’.
The sung slogan – considered “aurally annoying” by some viewers – was ranked at 22 of all UK brand jingles in a 2022 index by audio branding agency SoundOut, based on the appeal, perceived brand value, personality match and brand recognition prompted by jingles.
The refreshed tagline was part of a complete brand overhaul for the online pureplayer, which saw its website and logo switch from green to purple, its swirl logo “redrawn and tweaked”, new employee uniforms and an own-label range packaging redesign.
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