| Philosophie | Ocado, the world’s largest dedicated online grocery retailer, is focusing on its Ocado Price Promise value proposition in a New Year ad campaign created by the independent creative agency St Luke’s. The initiative, breaking on television today, introduces a new Ocado Price Promise strapline, “Get the price promise that really stacks up”, highlighting its offering compared to other grocery retailers. Building on the original Ocado Price Promise creative, introduced by St Luke’s in May 2023, the voiceover for the 30-second film begins: “Most supermarket price promises only include hundreds of products. How about a price promise that covers more than the basics and also includes your favourite brands?” It goes on to highlight that the Ocado Price Promise checks the prices on over 10,000 products on Tesco.com – including Clubcard prices – ending with the new strapline: “Get the price promise that really stacks up.” St Luke’s has also created a series of new social, digital and OOH executions to support Ocado Price Promise, which draw on the device of cascading discount price roundels featured in the TV campaign. In one, we see an Ocado driver showing his commitment as he delivers 10,000 products in an endless stack of totes. Another shows an abundance of roundels filling up multiple formats across London, including DOOH at major train stations. “Get the price promise that really stacks up” launches on TV and in the press today, with OOH appearing from 15 January. The campaign runs through to the end of March 2024 |