Ocado’s cutting-edge tech was flying under the radar
Nelson Bostock’s approach has been to adopt high-level briefings and develop very bespoke and targeted campaigns to tier one.
This includes profiling diverse spokespeople across the business to demonstrate the breadth of technical roles, pioneering an integrated comms programme that leverages non-traditional platforms such as YouTube, Medium, and Reddit to target hard-to-reach audiences, and providing counsel on reputation issues to support investor relations for the publicly listed business.
This bespoke approach has delivered a series of high-profile pieces of coverage including:
- Coverage of Ocado Technology’s SecondHands robotics project with the BBC, VentureBeat, and Computer Weekly
- Coverage on robotics and software development with The Economist, MIT Tech Review, and IT Pro Computer Weekly
- Pieces on how Java powers Ocado Technology’s robots shared on Reddit
These efforts have also culminated in 70+ pieces of national and tech coverage of Ocado’s investment in self-driving company Oxbotica, including blanket radio broadcast coverage kicked off with BBC Radio 4’s breakfast bulletin. As well as a positive segment on BBC Click, which regularly reaches 4M viewers and 60+ Reddit upvotes resulting from coverage of proactive coding-focused campaign around Java’s 25th anniversary.