Ocado

R&T Put Ocado at the heart of Christmas for media and influencers

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The Results

Top Tier Attendees

Smashed our KPI for quality attendees across media and influencer events

Festive Showcase

Hundreds of Ocado products showcased, from show-stopping mains to festive nibbles

Coverage Conversions

Attendees featuring Ocado in Christmas coverage, with relationships strengthened for the year ahead

The Task

Christmas is a whirlwind for retailers in the media, with everyone vying for attention in the crowded festive calendar. We needed to shine brighter than the competition and firmly establish Ocado Retail as the ultimate destination for festive food, drink, and gifting through food and drink PR.

Insight

As the world’s largest dedicated online supermarket, Ocado offers fantastic quality and value across its extensive range, from M&S favourites and big brands, to the great value Ocado own range and an ever-evolving selection of exciting challenger brands. We needed to showcase Ocado as a leader in food trends, and an unrivalled one-stop-shop for all your food gifting and festive needs. But because Christmas is the busiest time of year for food and drink journalists, influencers, and tastemakers, we needed to go beyond simply showcasing products – we needed to create a standout experience that blended indulgence, creativity, and exclusivity.

The idea & execution

To showcase Ocado’s incredible festive offering through food and drink PR, encourage quality media coverage and excite key journalists and influencers we hosted three extraordinary events, designed to immerse attendees in Ocado’s amazing products and festive flair.

Top food journalists from titles including The Guardian, The Telegraph, Delicious, Mail Online and Metro – to name a few – were treated to an intimate dinner, designed with help from Ocado’s food ambassadors. Guests were treated to canapés celebrating Ocado’s global range created by Manon Lagrève, a starter spotlighting Ocado’s own label value from Lisa Faulkner and a vegan masterpiece main by John Gregory-Smith, not to mention a show-stopping main featuring Daylesford beef and brilliant M&S sides, followed by M&S’s festive desserts and delicious petit fours designed by Benjamina Ebuehi.

Drinks writers were given a first sip of Ocado’s exceptional wine and spirits collection with a specialist tasting event, complete with curated stories behind each bottle, showcasing the depth and quality of the Ocado drinks range.

Top food and lifestyle influencers were treated to a delicious festive feast, enjoying a luxurious spread, from an exquisite cheese board featuring small supplier gems to top tasters of Ocado’s festive favourites, including crisp pigs in blankets and M&S sweet treats. Instagrammable moments were in every detail – hand-painted menus, branded ice cubes, and Christmas food gifts – all crafted to leave a lasting impression both in person and online.

The client take

Richmond & Towers delivered a masterclass in showcasing our festive offering. The events were brilliantly executed and created the perfect platform to celebrate our extensive festive food and drink range. Every detail was thought of to really show off our points of difference and to drive positive conversations about Ocado’s quality, value and expertise. Media and influencers left inspired for the festive season – and so did we!

Ocado