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Ocado ‘turbo-charges’ battle for M25 Tuesday, 21st June 2011Ocado is plotting its first major campaign in over a year as it goes head to head with Waitrose over shoppers within London’s M25.
The online-only grocer has said it will respond in kind to Waitrose.com’s new campaign advertising their extended services in central London. Having signed a partnership last year until 2020, Ocado is able to sell Waitrose goods as long as both grocers are able to trade within the M25.
Ocado’s new campaigns include a two-week radio push airing over Magic in London and Heart and a number of sports sponsorships with rugby and cricket teams.
“We do a lot of below-the-line, but as we continue to grow and get a higher profile, we use above-the-line to turbo-charge it.” Matt Knight, head of marketing for Ocado told press. He added that Ocado is also preparing to announce the appointment of a customer insight manager.
The moves by Ocado come as Waitrose announce a £10 million investment in the re-launch of its website.