Ocado eyes the French with outdoor campaign

Outdoor advertising will appear on Tube station billboards and at key landmark sites in select London areas, such as the Institut Francais in South Kensington.

The campaign has been prompted by Ocado's recent signing of a deal with French supermarket giant Carrefour, to sell its Reflets de France food range. The campaign has been created in-house.

Ocado will sell 100 products from the range – the cheapest will be priced at £1.39 – and these include cheeses, patés, biscuits, jams and confectionery.

Matthew Knight, head of marketing, insight and communications at Ocado, said the range "would appeal to anyone who enjoys eating quality French produce."

Ocado’s deal with Carrefour comes as the online retailer – which predominantly sells Waitrose products – looks to diversify its range and sell international foods.

Future deals are likely to be signed to sell Asian food and items from other national cuisines.

Jason Gissing, Ocado co-founder, said: "We are delighted to be introducing customers across the country to a high-quality, international range of the kind that has, up to now, only been available in one or two specialist shops. Ocado’s Reflets de France selection is broad, sensibly priced and incredibly appealing."

This article was first published on marketingmagazine.co.uk