The brief

Gain positive coverage around the launch of M&S Food on ocado.com

How we made positive change

With data showing lockdown has left Brits in a meal rut, we shone a light on new and unexpected food partnerships to get shoppers excited about the Ocado M&S range.

We teamed up with flavour expert Niki Segnit to reveal surprising foods that pair with everyday favourites and asked people to share their unusual food combos. Hampers were delivered to media and influencers, and celebrity duo Jessie Ware and her mum Lennie, inspired customers with their own perfectly paired recipes.

Impact

13

national pieces of coverage

40+

pieces of coverage across national and consumer media

498m

reach

Positive social posts from some of the nation’s best-known names and journalists including Harry Wallop, Davina McCall and Katie Piper

A homage to Ocado by renowned commentator Esther Walker in the Daily Telegraph