‘Everything’ Ocado
Havas Media UK
Client: Ocado Retail
Ocado had a value perception problem that its existing segmentation could not solve. Shoppers saw the brand as too premium or occasional, which was holding back consideration, reducing media efficiency and putting future growth under pressure.
The breakthrough was moving beyond static segmentation. By combining data with human insight, Havas Media identified not just who was open to switching, but why they were stuck.