Analog Pics Tell 'Shopping List Stories' for Ocado

The deets behind seemingly mundane purchases

Ocado Retail uses analog images (ahh, the good old days!) to capture moments in time behind supermarket buys in a print, OOH and online campaign from Uncommon. (You might recall the agency’s prior work for the brand, which began with the final frame and ran in reverse.)

Here, the everyday moments are relatable: good, bad, some rather ordinary and others unforgettable (at least for those involved).

Getting engaged, weathering a breakup, watching Wimbledon, doing dishes with a baby on your shoulders—such highs and lows of life are told via grocery receipts and blurry pictures.

“Delivery: 19:09. 1,139 miles from home. 1 recipe to take you back,” reads one ad, coupled with a homesick woman making her family’s fave pasta dish. “Delivery: 20:37. 2 M&S scented candles. 1 M&S soothing body butter. 1 M&S bath salts. 0 plans” says another ad, with a foot sticking out of a bubble bath.

OOH elements are running in the U.K., with print in national publications. Havas Media handled placement.

“We took a step back and realized that an Ocado is so much more than a convenience—its superior order accuracy and price matching means that it won’t let you down when it matters most,” says Adam Newby, CD at Uncommon. “These deliveries actually elevate the moments that impact our everyday lives, no matter how big or small. Whether that’s an order of coffee beans before a deep meaningful conversation with a friend, or a next day delivery of ingredients to be able to cook your child’s favorite meal, these deliveries help facilitate those moments… help make them easier, better, or more complete.  We then knew it was as vital to show the human side of those shopping stories, as it was to show the food that brings so much joy our lives.”

“‘Shopping List Stories’ encapsulates everything we want to communicate to our customers in a distinctly heartwarming way,” adds Sarah Emerson, head of brand at Ocado Retail. “Not only are we the delivery partner you can rely on, in every life moment, but we’re the partner that gives unbeatable choice and reassuringly good value. After the incredible response we saw following the launch of Life Delivered, we’re truly looking forward to seeing these eye-catching ads make a splash.”