Ocado hopes to promote the service benefits it offers by not having physical stores.
The voiceover states: “We pride ourselves on being different to everyone else. We don’t have any shops, so all our attention is on delivering you what we like to call our life-changing service.
“We offer you the freshest groceries, the biggest brands and all your everyday home essentials. Shop online and we’ll personally pick and cheerfully deliver your shopping straight to your kitchen table at a time that suits you.”
The creative features a journey through an illustrated “world of Ocado” made from fresh produce, fruit and vegetables.
The campaign comes as Ocado names former Marks & Spencer CEO and chairman Sir Stuart Rose as its new chairman.
Analysts have welcomed Rose’s move to Ocado but warn there is much to do. Clive Black, analyst at Shore Capital, says: “Sir Stuart is nothing but a man who enjoys a challenge and he is someone we hold in high regard. He is also great fun, colourful, opinionated and experienced and he has the potential to bring much needed esteem to Ocado, a company that had a tarnished flotation to our minds and has a fundamentally flawed business model in our view.”