ocado
turning weekly sales data into the story of the day
Challenge
Our reactive press office brief for Ocado is to demonstrate relevancy by securing widespread coverage and talkability to increase awareness and share of voice vs. the highly competitive grocery set.
Strategy
Align retro crisp sales with media’s 90s revivalism.
Idea
As conversations around nostalgia gained momentum with the return of retro trends across fashion, TV, and finally a long-awaited Oasis comeback, we started looking for ways this could realistically impact the grocery category.
This cultural love affair with the best of the '90s didn’t seem to be showing any signs of slowing, and we couldn’t help but wonder… might retro crisps also be enjoying a resurgence?
We found classic crisps like Smith’s Crispy Bacon Frazzles and Salt & Vinegar Chipsticks were indeed experiencing significant sales booms, with Frazzles having risen 48% year on year, and Skips and Chipsticks up 47% and 42% respectively.
This data informed our reactive news story, which paired with commentary from ambassador Nigella and a hyper-targeted media strategy, ignited widespread media and consumer conversation.
Impact
The ROI from this story was astounding, with absolutely no costs associated, generating over 90 pieces of earned coverage across national and broadcast titles.
But critically, it led to a 30% search increase for the likes of Chipsticks and Frazzles by a sales increase of 10% month on month.
30%
search
increase10%
sales
increase90
pieces of
earned coverage