Ocado has expanded its delivery area beyond central and Greater London to include the entire M25 region.
A multi-million-pound ad campaign will run across radio, press, direct mail, online and outdoor and will focus on Ocado's customer service proposition.
Promises include a £5 voucher for any deliveries more than a second late, free substitutions for unavailable items and 'no quibble' refunds for the customer if they are unhappy with a product.
A combination of 60-second and 30-second executions will broadcast on radio while poster ads have been booked with London Underground and other rail locations.
A direct mail campaign will target one million new homes while an e-mail programme will target existing and new customers with a range of incentives and e-coupons.
Creative was handled by Heresy, with Brand Connection responsible for media planning and buying.