Ocado - Off-line direct mail for an on-line service

This mailing was produced in the early days of the Ocado shopping revolution: the concept of guaranteed delivery slots was, for most people, a novel experience. We created an envelope where we showed actual slots available for a specific postcode (a challenging idea!). We also included a book of time-closed discount vouchers because (based on talking with Ocado customers and delivery drivers in the real world), the biggest problem for new customers was the belief that Ocado was expensive. To get the point across in a vivid Ocado way, Jason Gissing, one of the founders, made an apology in a lift letter in the mailing: “I made one big mistake…with service like that people think we’re expensive…they’re utterly wrong and I can prove it…” We also included a ‘How To’ guide so people could start shopping on-line immediately.