One-step Recipe Shopping with Ocado

Client: Ocado

Whilst the pandemic created huge shifts in online shopping, Ocado faced a significant challenge in keeping their new customers and maintaining their growth ambitions.

Our solution was borne out of three key trends we believed would persist as the UK came out of lockdown – home cooking, shopping convenience and QR code adoption. Coming up with the idea of using QR codes to short-cut the list of recipe ingredients and drop them straight into your Ocado shopping basket; and as Ocado offers more products and delivery slots than any other supermarket, we knew we could capitalise on the inspiration and convenience of the Ocado shopping experience. Teaming up with The Guardian, we incorporated shoppable QR codes onto every recipe and segment in Feast magazine - a UK publishing first. Across a year, Ocado owned 100% of the print and digital advertising inventory for Feast magazine, featuring 15 new recipes from The Guardian’s star chefs every week. We replicated all the original online content from Feast on Ocado.com, as well as creating the hugely popular podcast ‘Comfort Eating’ with Grace Dent. To date, the campaign has reached over 14m consumers, with 89% of visits to the product pages from non-Ocado customers. 79% of all people who engaged with the campaign planned to shop with Ocado, with 66% of offline shoppers saying they planned to try Ocado.com for the first time.