OcadoLife: A winning formula
By Sophie Kennedy
OcadoLife, a winning formula
Awards are always a pleasant surprise, especially so when they’re a recognition of not just one piece of work, but a whole year’s worth of team effort.
The recent Editorial Team of the Year win for our OcadoLife team at the Campaign Publishing Awards 2021 was just that. The award celebrates talent, but that talent has to drive brand success. Along with quality content, during the last 12 months, more than ever, the judges searched for a team that is adaptable, resilient, collaborative and supportive.
Here’s how we ticked those boxes…
OcadoLife is a food magazine for an online-only grocery retailer with no bricks-and-mortar stores and limited opportunity to interact with its customers, so the magazine acts as Ocado’s shop window. For the brand, OcadoLife has to work hard and demonstrate both increased sales and basket size. It needs to engage customers and keep them connected post-transaction with inspirational yet achievable recipes, supplier exclusives, expert features and behind-the-scenes brand stories that highlight Ocado’s unrivalled sustainability and service. Finally, it must support promotional events and Ocado buyers’ marketing targets, and offer suppliers a variety of selling opportunities.
Through a combination of inspired ideas and clever commissioning, our editorial team has created a vibrant magazine. Content evolves issue by issue and incorporates Ocado campaigns in an organic way. The team works closely with our in-house ad sales team, balancing Ocado’s marketing and sales objectives with the need to create innovative, compelling content for a wide target readership. The result? Stories that are both creative and effective.
The team has built relationships with new members on the client team while simultaneously bringing in new team members internally to meet the growing demands of the account. They have responded to the daily challenges of Covid-19 and remote working, continuing customer engagement when online shopping slots were rare at the start of the pandemic.
The success of the magazine has meant that, at a time when many operations are being scaled back, OcadoLife has grown in pagination and the frequency has increased from six issues per year to 12 – an incredible result during the pandemic.