Ocado's value campaign pulled an ever-growing grocery table through the neighbourhood

Ocado, the world's largest dedicated online grocer, had a range wider than any supermarket but needed to land the message that its quality products are affordable. The campaign, 'Ocado — Bringing Great Value to the Table', had to highlight the Everyday Savers price range across every channel into spring 2022.

Show value as physical abundance: an Ocado van disgorges a never-ending table of groceries that travels through streets, houses and a children's party.

The 30-second TV ad, breaking on 17 January 2022 and directed by Chris Balmond, shows Ocado's Own Range and branded goods magically emerging from an Ocado van onto a never-ending table on wheels. The table travels along streets and through houses — whizzing past a couple on a sofa, a children's party and a bemused cat, watched by a window cleaner — then climbs the stairs while a hand swipes loo roll from the bathroom. It ends on 'At Ocado we're bringing great value to the table with our Everyday Savers' and the strapline 'There's an Ocado just for you.' The campaign ran on TV, VOD, digital, social, press and radio through 13 March 2022.

The campaign carried the Everyday Savers pricing message across TV, VOD, digital, social, press and radio for eight weeks from 17 January to 13 March 2022. The source reports no sales or awareness figures.

Ocado built its name on range and service, but premium perception is a problem when your argument is price. In January 2022 the online grocer launched 'Bringing Great Value to the Table', a St Luke's campaign highlighting the Everyday Savers range — low prices on the groceries customers love most.

The 30-second spot, directed by Chris Balmond, answers the brief with one surreal device: a table of groceries that never stops growing. Ocado's Own Range products and branded goods emerge magically from a delivery van onto a table on wheels, which rolls through streets and into houses — past a couple on a sofa, a children's party, a window cleaner and a bemused cat — before climbing the stairs of a house where a hand reaches out of the bathroom for loo roll. The delivery driver smiles knowingly.

The spot closed on the Everyday Savers message and the strapline 'There's an Ocado just for you', running across TV, VOD, digital, social, press and radio from 17 January to 13 March 2022. Chief customer officer Laura Harricks framed the table as 'perfectly illustrating' the retailer's extensive selection; St Luke's CCO Alan Young said director Chris Balmond gave the affordability message 'all the charisma we'd expect from Ocado'.

A 'never-ending table' literalises the value claim — abundance you can watch keep coming — instead of asserting 'great value' in voiceover.

Sending the table through ordinary homes ties the supermarket's range to real household moments, from parties to the bathroom.

The knowing delivery driver keeps the brand's personal-service character inside a spectacle ad.

A single devise carried across six channels gave a multi-format campaign one memorable image.

Price messages are usually a race to the bottom of the screen; turning a price range into a surreal physical spectacle makes 'value' something viewers watch travel instead of a number they ignore.

The campaign ran through 13 March 2022. Ocado has since continued brand campaigns with other agencies; the source article reports no measured sales or perception results for this one.