Ocado’s one-hour delivery arm Zoom by Ocado – formerly Ocado Zoom – has launched its first major marketing campaign, which will run until September.
The campaign has been devised by Ocado’s longtime creative agency partner St Luke’s and will appear across video on demand channels, out of home, social media and digital display, with media planning and buying handled by location marketers Pintarget.
The 30-second ad features “humanised, animated grocery items wearing motorcycle helmets lining up to get to destinations quickly, retaining freshness” Ocado said.
The tagline for the campaign is ‘Zoom by Ocado – the speedy grocer app with mountains of choice’.
“The rapid grocery delivery marketplace has quickly become a crowded one,” said Alan Young, CCO at St Luke’s.
“Our aim from the outset was to make Zoom by Ocado the most visible brand in this sector so we decided to make something funny and memorable that people would enjoy and laugh at. And show people that this new delivery service is fun, playful, and most importantly human,” he added.
Zoom by Ocado rebranded in March, with a new name and brand colours switched from green and blue to “bright yellows and pinks”.
“The new look and feel allows us to stand out and mark the next chapter of our Zoom journey,” a spokesman for the company said at the time.
The launch of the latest campaign follows the opening last month of Zoom by Ocado’s second distribution depot in Canning Town, Newham, east London.
“We’re set apart from the competition by our mountainous range of over 10,000 products to choose from, delivered in under 60 minutes,” said Zoe Hannah, senior customer lead for Zoom by Ocado.
“We are hugely excited to showcase this fantastic proposition in this fun interpretation of speedy groceries. We hope that our new campaign brings a smile to Londoners’ faces this summer,” she added.
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