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Online supermarket Ocado has revealed a fresh new strategy and rebrand, heralded by its biggest national advertising campaign to date.

The 60-second TV spot shows an Ocado driver on a route, with his transportation morphing into different vehicles to reflect his deliveries. They include a Morris Minor bread van, a boat laden with fresh fish, an Italian deli three-wheeler, a farmer’s tractor with fresh vegetables, an ice-cream van rising off the ground on hydraulic lifts to reach a first-floor window, and a train of frozen-food cabinets pulled by a Skidoo through a snowy street. It also runs across social media, digital, radio and out of home, including London bus wraps.

The work was created by Joanne Boyle, Matt Harvey and Hannah Talbut, and directed by Dom & Nic through Outsider. The soundtrack is an original song that features lyrics by St. Luke’s creatives Alan Young and Matt Harvey with a melody composed by Native. Media planning and buying is handled by Hearts & Science, with digital media by M/six. 

St Luke’s won the £10m account for Ocado last summer.