Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

UK – Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.

Rejecting category conventions of price points and product close-ups, the OOH and print campaign draws on intimate life moments – from birthday parties and proposals to heartbreak and homesickness – positioning Ocado as a trusted delivery partner through it all.

Each ad pairs a lo-fi, nostalgic photograph with a short, emotionally charged shopping list. One execution reads simply: ‘one tin of Ocado Gold Roast Instant Coffee, zero words’, accompanied by a blurred image of a comforting handhold.

This latest iteration of the Life Delivered series signals Ocado’s ongoing effort to humanise online grocery retail by connecting with lived experience and emotional value – a key shift we explored in our New Codes of Value report.