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Zoom by Ocado Turns Speed Into a Grocery Brand Statement
Zoom by Ocado is a rapid grocery delivery service from Ocado, the United Kingdom's dedicated online grocery retailer, promoted through a 2022 integrated campaign created by St Luke's that uses animated, helmet-wearing groceries and rhyming narration to position the app as the speedy grocer offering over 10,000 products delivered in under 60 minutes across London.
Ocado is the world's largest dedicated online grocery retailer. The Zoom by Ocado campaign launched in June 2022 and ran through 18 September 2022, giving it a scheduled duration of approximately 15 weeks, according to St Luke's. Announced formally on 7 June 2022, as reported by Creative Salon and The Drum, the campaign was designed to serve urban consumers in London who need fast access to grocery essentials as well as more considered specialty items, all from a single app with a minimum spend of just £15.
The campaign operated across a full 360-degree media mix. As documented by St Luke's and Marketing Beat, Zoom by Ocado appeared across video on demand, out-of-home, digital out-of-home, social media, and digital display channels, ensuring the message reached London residents throughout their daily environment. The product proposition at the heart of the campaign was straightforward: more than 10,000 products — spanning Ocado own-label, M&S-branded lines, and hyper-local suppliers — available for delivery within 60 minutes or in a selected one-hour same-day slot. The campaign endline, as published by Creative Salon, stated it plainly: "Zoom by Ocado — the speedy grocer app with mountains of choice." In a United Kingdom eCommerce landscape increasingly shaped by speed-led competitors, this campaign represented Ocado's clearest articulation yet of what its rapid delivery tier stands for and who it serves.
Zoom by Ocado entered the market at a moment of intense competitive pressure in United Kingdom rapid grocery delivery. The service faced well-funded rivals including Getir and Gorillas, both of which had built considerable brand awareness in London through aggressive pricing and sub-30-minute delivery promises. Where those competitors competed primarily on raw speed, St Luke's identified a distinct strategic opening for Zoom by Ocado: the combination of speed and range.
The global online grocery market was estimated at approximately US$365.74 billion in 2022 with a projected compound annual growth rate of 22.69 percent through 2032, according to Spherical Insights. In the United Kingdom specifically, the pandemic-era acceleration of grocery eCommerce had normalised rapid delivery as a consumer expectation rather than a luxury, intensifying the need for Ocado to give Zoom a personality and proposition that extended beyond functional speed claims. Zoe Hannah, Senior Customer Lead for Zoom by Ocado, framed the campaign's intent around freedom and convenience — delivering more choice, less planning, and no last-minute trips to the shop, as reported by The Drum and Creative Salon.
St Luke's strategic response was to lean into the breadth of Ocado's range as a genuine differentiator. Competing rapid grocery apps in the United Kingdom typically offered a curated selection of a few hundred to a few thousand SKUs. Zoom by Ocado's more than 10,000 products — confirmed by St Luke's and Grocery Gazette — gave the campaign a credible superiority claim that neither Getir nor Gorillas could match on range alone. The strategy, therefore, was to dramatise both dimensions simultaneously: speed as the table-stakes entry point, and choice as the decisive competitive advantage.
The Zoom by Ocado creative execution centres on a 30-second animated film. Grocery items — pineapples, chillies, raspberries and more — are rendered as humanised characters wearing motorcycle helmets, queuing with purpose-driven urgency, keen to reach their destinations at speed and in peak condition. The visual metaphor collapses the two brand pillars — rapid delivery and product freshness — into a single image that communicates without explanation.
Alan Young, Chief Creative Officer at St Luke's, oversaw the campaign alongside Creative Partner Julian Vizard and Creatives Alexandria Bailey and Joaquin Olascoaga, as documented by St Luke's and Marketing Beat. The copy approach, developed under this team, uses rhyming couplets delivered in voice-over to introduce the product range with a light, comic touch. The script acknowledges "controversial pizza toppings (pineapple)," "that extra kick to get your tongue popping (chillies)," and "something to make your porridge less bland (raspberries)," as quoted by Creative Salon and The Drum. This structure does two things simultaneously: it conveys product breadth through specific, relatable examples, and it establishes a brand voice that is warm and unpretentious rather than aspirationally premium.
The animation style itself was chosen to elevate a functional service message into something genuinely entertaining — a sensible decision in a category where most competitors communicated through speed montages and discount-driven performance creative. Daniel Moorey served as Head of the relevant creative discipline at St Luke's, per Marketing Beat. Media planning and buying — placing the campaign across video on demand, out-of-home, digital out-of-home, social, and digital display in the United Kingdom — ensured that the animated assets translated effectively across both broadcast and environmental formats, maintaining the campaign's visual wit at every touchpoint.
No independently verified post-campaign performance data for the Zoom by Ocado 2022 campaign is publicly available beyond platform-level engagement signals. The campaign recorded approximately 1.75 million views and 58 likes on its primary hosted asset, as logged in Clapboard's archive. While these figures indicate meaningful exposure for a London-market grocery delivery campaign, they do not constitute a verified measure of commercial impact such as app downloads, order volume uplift, or brand awareness shift.
Clapboard rates the Zoom by Ocado campaign 63 out of 100. That score reflects the campaign's genuine creative strengths — a distinctive visual device, a coherent brand voice, and a clear strategic proposition articulating speed plus range — balanced against structural constraints. The campaign operated in a single geographic market, London, which limits the breadth of its potential impact relative to national or international eCommerce campaigns. The 30-second film carries the creative weight of the entire 360-degree campaign, and while the animated execution is well-crafted, the campaign's media weight and measurable cultural footprint remain modest by category standards.
Structurally, the campaign succeeds in solving the core strategic problem St Luke's identified: giving Zoom by Ocado a brand personality that competitors in United Kingdom rapid grocery delivery — including Getir and Gorillas — do not possess. The rhyming copy and helmeted grocery characters create a mnemonic system that is genuinely ownable. Whether that system had the media investment behind it to shift consumer behaviour at scale in the United Kingdom eCommerce market is a question the available data cannot answer.
Zoom by Ocado is a 2022 integrated campaign created by St Luke's for Ocado's rapid grocery delivery service in London. The 30-second animated film features helmeted grocery items and rhyming voice-over, running from June through 18 September 2022 across video on demand, out-of-home, social, and digital display in the United Kingdom.
Zoom by Ocado offers over 10,000 products for delivery in under 60 minutes or a selected one-hour same-day slot. The range includes Ocado own-label, M&S-branded lines, and hyper-local suppliers. A minimum spend of £15 applies. This proposition was central to the 2022 St Luke's campaign targeting London consumers, as confirmed by Creative Salon.
The Zoom by Ocado campaign was led at St Luke's by Chief Creative Officer Alan Young and Creative Partner Julian Vizard, with Creatives Alexandria Bailey and Joaquin Olascoaga. Zoe Hannah served as Senior Customer Lead for Zoom by Ocado on the client side, as documented by St Luke's and Marketing Beat.
Zoom by Ocado differentiates from Getir and Gorillas primarily on product range. While rivals operated with limited SKU selections, Zoom by Ocado offered over 10,000 products, a superiority claim confirmed by Grocery Gazette and St Luke's. The 2022 campaign made this range advantage, combined with rapid delivery speed, the central brand proposition in the United Kingdom market.
Clapboard rates the Zoom by Ocado 2022 campaign 63 out of 100. The score reflects strong creative craft — an ownable visual device and coherent brand voice — offset by the campaign's single-market London scope and modest measurable cultural footprint relative to broader United Kingdom eCommerce advertising benchmarks.
The Zoom by Ocado 2022 campaign ran across video on demand, out-of-home, digital out-of-home, social media, and digital display, as reported by St Luke's and Marketing Beat. This 360-degree media approach placed the animated grocery creative throughout London consumers' daily environments, supporting the rapid grocery delivery proposition across both broadcast and ambient formats.
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