One Step Recipe Shopping

Hearts & Science

Client: Ocado

The pandemic created huge shifts in online shopping, and Ocado faced the challenge of keeping their new customers and maintaining growth whilst being outspent by competitors.

Partnering with The Guardian, we incorporated shoppable QR codes onto recipes in Feast magazine - a UK publishing first. Ocado owned 100% of the print and digital advertising inventory for Feast magazine, featuring 15 weekly bespoke recipes (over 780 recipes across the year) from The Guardian’s star chefs. We replicated all the original online content from Feast on, as well as creating the award-winning podcast ‘Comfort Eating’ with Grace Dent.

We capitalised on the inspiration and convenience of the Ocado shopping experience by using QR codes to drop the list of recipe ingredients directly into consumers’ Ocado shopping baskets.

To date, the campaign has reached over 14m consumers, with 89% of visits to the product pages from non-Ocado customers. 79% of all people who engaged with the campaign planned to shop with Ocado, with 66% of offline shoppers saying they planned to try for the first time. Audience perceptions on range increased +14%; value for money went up +300% versus pre-wave level, with brand uplift seeing a significant uplift of +42%.