This delivery service is summing up your year in grocery shopping

Spotify's annual Wrapped campaign summarizing users' year in listening has proved super popular this year, with ordinary people and celebrities alike sharing their music data on social media. Now U.K. delivery service Ocado is following in its footsteps, by presenting its users with their year in grocery shopping.

The brand worked with Stink Studios to create personalized videos for over 600,000 regular customers summing up their shopping habits over the past year. Each film, which varies in length of up to two minutes, pulls together customers shopping data on Ocado, pulling in their top purchases and showing how they’ve helped contribute to Ocado’s sustainability mission. 

The campaign builds off the back of Ocado's brand campaign, created by St. Luke's, which has the tagline "There's an Ocado just for you."

Stink, which was brought on board to help create something personal for Ocado customers rather than a Christmas TV ad, came up with the creative concept and helped deliver the videos. All Ocado customers with five or more deliveries in 2021 will receive an email directing them to www.good.news.ocado.com containing their bespoke film and a series of between five and eight assets they can share on social media.

"When delivering personalization at this scale, it’s really important our tech solution remains invisible and that’s certainly the case with this campaign," said Cameron Temple, executive creative director at Stink Studios, in a statement. "The narrative, charm and craft really comes through and we can’t wait to see people's reactions on social media."

Whether or not people will be as keen on sharing their grocery habits as their music habits remains yet to be seen. But it's an interesting use of data, and we look forward to seeing what other categories might follow.