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The Brief
Over the London Marathon weekend, we were handed a prime full-page print slot in the Metro. The challenge? Use Ocado’s existing, SKU-based "Everything" creative platform to showcase our massive range, while making it highly relevant to a captured audience of commuters.

The Approach
Instead of our standard product grid, we leaned into the context of the weekend by contrasting two very different endurance events: the gruelling 26.2-mile Marathon and the slightly less strenuous TV Marathon.

To make the most of the full-page format and lean heavily into the medium of newsprint, we pushed the platform's boundaries by penning two spoof editorial articles about both types of 'athletes'.

The Result
By treating print ad space like actual editorial content, we turned a standard product showcase into an entertaining, contextually relevant read. The ad subverted traditional print boundaries and proved that even a rigid, corporate SKU framework can be transformed into witty, long-copy storytelling.