Ocado supports customer focus with Heresy ads

Ocado, the online grocery service backed by supermarket chain Waitrose, is launching its biggest-ever marketing campaign following a recent expansion of its service to reach more than three million homes in the South-East.

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.

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