Ocado rolls in new shoppers

Share this content:


Ocado extends delivery grocery service via a multichannel campaign
Ocado extends delivery grocery service via a multichannel campaign

The Offer: UK online supermarket Ocado recently extended its delivery service to the West of England and South Wales. New shoppers in those areas received an £15 discount ($25) on their first order.

The Data: Ocado sent an email to pre-registered customers in those new markets when the service launched, informing them they could shop with Ocado. The grocery delivery service also deployed pay-per-click ads and display advertising to announce the expansion.

The Channel: In addition to email and online ads, the multichannel campaign consisted of billboards in Cardiff, Bristol and Bath and taxi ads in Bristol and Cardiff. Coupons in WHSmith retail stores offered deals on first orders. Inserts were added to deliveries from UK Amazon and Lovefilm, a film subscription service. The campaign ran from early March through early April.

The Creative: Creative, executed in-house, features grocery-related puns on local place names such as "Pickle to Cheddar" and "Soap to Bath" to highlight Ocado's presence in those regions. Outdoor ads raised awareness.


Herschell Gordon Lewis heads LewisEnterprises in Pompano Beach, Fla. He writes copy for, consults with, and conducts workshops for clients worldwide. He is the author of 32 books including the best-selling On the Art of Writing Copy. Lewis has been elected to the Direct Marketing Association's Hall of Fame.

This short-term campaign used established and classic distribution techniques to deliver the "now here" communication to logical prospects. The message itself uses words that combine clever attention-getting with clarity. A discount is a sure-fire grabber; for the outdoor signs, quickly-absorbed messages such as "Pickle to Cheddar" and "Soap to Bath" use just 14 words. The communication avoids the too-common danger of overkill.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above