Online grocery retailer Ocado is promoting its service and environmental credentials in its first TV advertising campaign, which launches next week.

The multimillion pound UK-wide campaign will include two commercials. The first shows a shopper picking goods from Ocado's warehouse and driving them home herself in an Ocado van - emphasising that shopping online with the grocer is as reliable as shopping at the store yourself.

The second features a stream of shoppers jumping out the back of an Ocado van, to illustrate the fact that each van replaces up to 20 cars on the road.

Ocado co-founder Jason Gissing said: "The campaign highlights our 'be more demanding' message. We offer the quality of service you would get if you delivered your groceries yourself and our business model, without supermarkets and cars to take them, is more environmentally friendly than normal shopping."

The adverts were produced by MJZ and shot at the Ocado warehouse in Hatfield and North London.

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