The drive, which uses the theme of "Be more demanding", will also support the company's recent expansion programme across London and South East England.
It is the largest campaign by the company to date and is running across interactive, radio, press, direct mail, field marketing and outdoor media.
The campaign aims to acquire and retain customers in new and existing locations and cement Ocado's position.
It focuses on Ocado's three new "delivery, quality and substitution'" service challenges available to new customers. Promises include a £5 shopping voucher for deliveries that are one second over the booked one-hour delivery slot; free substitutions for items that are not available; and no-quibble refunds if the customer is unhappy with the quality of any product.
A personalised and targeted email-marketing programme will be sent to new and existing users promoting offers, incentives and e-coupons.
A new direct mail campaign will target approximately 1m homes in Ocado's new service areas such as Bromley, Orpington, Maidenhead, Windsor, Guildford, Reading and Chigwell.
Radio support includes a combination of 60-second and 30-second executions which will appear across Heart, Virgin, Magic, Capital and Jazz FM stations.
Outdoor media is with London Underground and includes a series of large cross-track posters and Tube car panels across 4,000 sites to increase awareness of Ocado delivery areas.
Creative work is provided by incumbent agency Heresy. Online media planning and buying has been done in-house.
Nigel Robertson, joint managing director of Ocado, said: "We are expanding our delivery service areas at a rapid pace and this marketing campaign will attract and excite customers in new and existing locations."
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