Ocado St Luke's Mel C

Sporty Spice Mel C heralds summer's biggest line up of Ocado favourites

The campaign, created by by St Luke’s and Ocado’s in-house creative team, features former Spice Girl Melanie Chisholm aka Melanie C as the voiceover

By Creative Salon

Ocado is launching its national integrated summer advertising campaign from 19 May until 31 August, featuring carnival floats adorned with dolphins, garden gnomes, giant ice lollies - and top summer offers.

The new campaign, devised by St Luke’s, and Ocado’s in-house creative team, features former Spice Girl Melanie Chisholm aka Melanie C as the voice-over, who says: “At Ocado, we’ve got more choice than any other supermarket”. As a regular customer Melanie C is a perfect fit for Ocado, bringing her own warmth and natural charm to the narration.

The hero 30-second ad titled “Summer’s Biggest Line-Up”, shows a young girl excitedly waiting for the Ocado van to arrive on her road. The transforming transport, which shows the van with colourful fun carnival floats drawn behind it, entertains the girl waiting for her family’s delivery.

The Ocado floats are themed around the great British summer and feature Ocado’s extensive range: a sea-side scene with dolphins and beach huts reveals an array of sunscreen brands such as Ambre Solaire and Piz Buin, and cooling drinks; a garden scene with garden gnomes and a fire-pit reveals picnic favourites like Doritos, Propercorn, M&S Best Ever Burgers, Heinz Tomato Ketchup; and a giant ice rocket lolly which opens to showcase ice-cream brands from Magnum to Häagen-Dazs to Cornetto, Cadbury Flake 99 and Claudi & Fin. The lollies were the most anticipated, as the little girl runs to offer her next-door neighbour a Jude’s Fruit & Veg Rocket lolly through a gap in the fence. The end frame shows more fun floats, together with the now famous tune, as the endline completes the scene “There’s an Ocado just for you”.

The integrated summer campaign, showcases Ocado’s incredible range at great prices and value, is running across TV, OOH, press, digital, social and radio. A series of summer offers will also be running across all channels featuring branded products on offer, while highlighting £20 off and free delivery on customers' first shop offer. Above the line media planning and buying was orchestrated by Hearts & Science; digital media has been planned and bought by mSix & Partners and Threepipe.

Lisa McDowell, brand director at Ocado retail comments, “Our new campaign celebrates the best of British Summertime - as people look ahead to holidays and spending time with loved ones. As well as showing that Ocado has more choice than other supermarket, we wanted to shout about the great value we’re giving our customers this summer on a range of everyday household favourites.”

Alan Young, CCO of St. Luke’s adds, “Since relaunching the Ocado brand in 2021 we’ve transformed the iconic delivery van into all kinds of vehicles. For this campaign we’ve given it a new spin – a parade of floats representing everything we love about summer and putting Ocado’s incredible offers and selection front and centre.”


Advertiser: Ocado

Client: Lisa McDowell, Brand Director

Sarah Emerson, Head of Brand Advertising

Alex Raybould – Brand Marketing Manager

Bryony Thompson - Senior Brand Marketing Executive

Kate Kennedy – Brand Marketing Executive

Creative Agency: St. Luke’s London

Chief Creative Officer: Alan Young

Creative Partner: Julian Vizard

Creatives: Gatis Pakalns

Agency Planners: Tara Ellis & Charlotte Walters

Business Director: Rosie Gilligan

Senior Account Director: Sam Cowley

Account Director: Claire Smith

Senior Account Manager: Maisie La Costa

Account Manager: Hope Shooter

Account Executive: Hettie Shirtcliffe

AV 30”:

Agency Producer: Davina Hickson

Director: DOM&NIC

Production Company: Outsider

Production co Producer: John Madsen

DoP: Stephen Keith-Roach

Production Designer: John Bramble

Production Manager: Tom Benkins

Post Production:

Editor: Ed Chessman @ Final Cut

Post Production: Ed Taylor, Andy Steele and Ryan Hancocks @ The Mill

Sound: Ben Leeves @ Jungle

Music: Native

AV Promos 10”:

Agency Producer: Jenny Busby

Director: Gus Filgate

Production Company: Bite Collective

Production co Producer: Alex Katz

DOP: Simon Richards

Editor: John Mayes @ Marshall Street Editors

Post Production: The Mill

Sound: Ben Leeves @ Jungle

Music: Native

Media: Hearts & Science

Digital media: mSix & Partners & Threepipe


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