Ocado
In March 2000, new business ideas for online offerings were being dreamt up as fast as they were shut down. Numerous opportunists approached us, but only one really stood out.
The plan was to revolutionize the UK grocery market and, in doing so, build an offering centered on the customer. No longer would people need to drive to warehouses disguised as supermarkets. This was the opportunity to return to personal service.
Waitrose supported the venture by paying UK£ 35 million for a 40 percent stake. Our role extended beyond the traditional. We created the brand idea of “every touch counts,” and a name and identity to support that. We were instrumental in appointing the web front end, PR, and advertising agencies.
The name is based on the word “avocado” to give an idea of food. It sounds very warm and open, suggesting the high quality of service Ocado offers. The identity is based on six recognizable fruit and vegetables to bring the idea of natural protection to life.
So far, Ocada has achieved sufficient scale quickly enough to cover its costs without jeopardizing its standards – no easy feat.