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Building the case for a grocery first

Ocado

Most people hate going to the supermarket but they hate bruised fruit, broken eggs and beaten up packaging even more. So, while the new internet culture of the late 90s had created a more convenient way to shop for groceries, customers were unconvinced, believing that only a visit to a bricks and mortar store would provide them with the best quality products.

Ocado was the original direct-to-consumer brand and together we revolutionized the way people shop in the market ahead of the rest of the world. At launch, we positioned the brand solely around fresh, quality produce, handled with care. Trucks used the glossy skins of different fruit as their livery; typefaces and layouts looked like the work of mother nature herself and the name was a little slice of fresh avocado. A simple digital experience, incredibly convenient delivery and a competitive price match strategy, sealed the deal for customers who were finally convinced that the convenience of online shopping could be combined with the freshest produce.

Nearly twenty years later, Ocado customers make 300,000 orders every week. A stream of technology deals and agreements with major retailers in 2018 sent shares in the business surging. In the process it joined the FTSE 100 with a market capitalization of £7bn, leading to The Financial Times valuing it more closely with Amazon, than its UK rival, Tesco.  Ocado, the first direct-to-consumer brand that was ahead of its time by more than a decade is expertly positioned for the future by Interbrand.

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