Online Supermarket Lets Food Do the Talking

Ocado customers voice spots

If food could speak, what would it say? “Don’t eat me!” springs to mind. But the chatty produce in commercials for Ocado are all about boosting the brand.

And customers of the U.K. online supermarket provide the voices:

“Everyone loves to talk about the food they’re buying, so rather than script ads, we interviewed Ocado super fans, asking them to tell us what they loved to buy and what they most valued about Ocado,” says Alan Young, co-CCO at London agency St Luke’s, which crafted the work. “But rather than see them talk, we asked Joe Giacomet to give their voices to the things they like to eat.”

“The animated fruit and veg add a playful, engaging touch,” notes Ocado head of brand Sarah Emerson.

We agree. Pass the salt!

The work runs through March across TV, VOD, social, YouTube, radio, digital display and OOH.