Ocado Own Brand

This case study demonstrates how Ocado, the British online supermarket, increased sales of its own brand products by improving the packaging design.

Ocado Own Brand

Agency: JKRClient: OcadoBrand: Ocado Own BrandCategory: Packaging: Own Brand - Food

Before

Executive summary

In 2010, Ocado began to offer 600 lines under their own brand. Although the first year's performance was satisfactory, the business aspired to do better and set themselves a target of 75070 of baskets to contain Ocado own brand.

Since introducing a new packaging design in November 2011, significant improvements in brand perception, basket penetration and sales have been recorded while price relativity, marketing support and quality standards have remained comparable.

Customers say the new design...

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