Ocado leans into everyday moments with shopping list campaign

Ocado has launched a new round of print and OOH ads that highlight personal moments over traditional grocery campaigns.

Titled Shopping List Stories, the work is the latest iteration of its new brand platform Life Delivered, and offers a more reflective take in a space often focused on discounts and product shots.

Created by Uncommon Creative Studio, the campaign features intimate shopping lists paired with nostalgic photography.

One ad reads “one tin of Ocado Gold Roast Instant Coffee, and zero Words” next to a soft-focus image of two hands holding.

The idea is to show how every shopping list can tell a deeper story – from celebrations to breakups.

This human-first approach positions Ocado as more than just a delivery service.

It’s a grocery partner through all kinds of everyday moments.

The ads appear in high-footfall spots like Brighton station and key London Underground locations, and in national press including the Telegraph, Guardian, and Observer Food Monthly.

Havas Media UK handled the media planning.

There’s also lighter work in the mix, with ads that highlight Ocado’s 99% order accuracy and price matching, plus reactive creative tied to events like Wimbledon and festivals.

Sarah Emerson, Head of Brand at Ocado Retail, said the campaign “encapsulates everything we want to communicate to our customers in a distinctly heartwarming way.”

Tom Griffin, COO at Uncommon, added: “From capturing real life stories in every shopping list to the nostalgic photography… we hope it does its job in keeping Ocado top of mind.”

With Life Delivered, Ocado is leaning into emotional storytelling to connect with customers — and this latest work continues that direction.

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