Ocado backs grocery plan with multimedia campaign

by Melanie May, Marketing Direct 20-Nov-03

Ocado has launched its largest multimedia marketing campaign to date to promote a new customer service proposition and support the rollout of its grocery service in London and the South East.

Using its already familiar 'Be More Demanding' theme, the campaign runs across radio, press, direct mail, field marketing, interactive and outdoor media.

It focuses on Ocado's delivery, quality, and substitution challenges, which are available to new customers. These include the promise of a £5 shopping voucher for any delivery that arrives a second over the agreed one-hour delivery slot, free substitutions for unavailable items and no-quibble refunds if the customer is unhappy.

"It's the first time we've run this type of campaign," said Claire Harper, head of customer acquisition at Ocado. "It is based on our service challenge, which underpins all our activity."

The direct mail campaign targets one million homes in Ocado's new service areas, including Windsor and Reading.

Activity includes an email marketing customer programme for new and existing users of the service.

Ocado and Heresy have also recently teamed up with the IDM for a nationwide university tour, aimed at educating students on career opportunities within direct marketing.