With numerous documents interlinked with the report, alongside additional disclosures placed on them by various regulatory bodies, the report needed to be succinct, with enough detail to explain without overwhelming their audience.

Within both the printed and digital hybrid copy of the report available, key areas were elevated such as the stakeholder focus approach, how they align their purpose, vision, strategy, values and culture and how they are meeting ESG expectations and the frameworks used.

With Ocado’s corporate story evolving over recent years, this multimedia campaign, including their annual report, helped to showcase their investment case through five key areas – leadership, speed, resilience, partnership and problem solving.

The result is an engaging suite of videos that highlight their achievements under each category, whilst simultaneously linking to other key media, including the annual report. The digital campaign also played an important role as it helped to inform the annual report aesthetic, including the use of the large O navigating different obstacles, capturing the story of their evolving proposition and their complex and dynamic nature.

The report is shown through both a printed and online version, showcasing how their strategy positions the business for long-term success. Both the interactive website and the printed document utilise strong graphics to show their culture and how they generate value for their stakeholders in the short, medium and long term.

With the additional sales generated by this period, the diligence of their staff, and also their strong ESG story, the report needed to be robust and communicate effectively. Their culture is one of their competitive advantages and the report had to communicate this successfully, not just through content, but also through design and photography, showcasing how AO are ‘investing to win’ with creativity and improving the overall digital experience.

Styling the shot for the cover the idea revolved around creating a ‘fakeaway’, which had been popular during the lockdowns. Focusing on a young couple, the shoot looked to position the company towards a younger audience than in previous years.

Working on both projects together ensured there was cohesive and consistent messaging and an elevation of their approach to corporate governance and their refreshed business model.

Their new corporate strategy, alongside that of their new responsible business strategy, needed to be explored within the report, showcasing what the company is looking to achieve. Their hybrid online report approach allows for content from the printed document to be featured within four key web pages. 

Not only did detailed information need to be housed on the site, but highlights also needed to be littered throughout, catering to both the deep diver and skim reader. An overview of their portfolio and location can be found on the homepage, while more details on their strategy and investment case are explained in detail. 

Clarity of the Group dynamic is shown in a detailed infographic in their Group at a glance section and a succinct ‘delivering our strategy’ section provides detail, with all components linked to KPIs and specific principle risks.

It was important to ensure that the corporate website, with the new identity, visuals and tone of voice, bolstered their proposition and leadership within the UK multi-let industry space.

After reviewing the previous year’s report, it was shown that further context was required within the strategy and governance sections, which was remedied by adding in relevant case studies. 

This approach allowed for the company to create documents that felt more tailored to specific stakeholder groups and investors. This year they are focused on showcasing how they are ‘Responsibly meeting the global demand for quality-of-life minerals’, which is the theme throughout.