As Ocado hunts creative agency, who is it looking to advertise to?

Ocado is on the hunt for an agency as it prepares to advertise on TV for the first time. It wants to raise awareness as it fights for its place among both established supermarkets and emerging digital rivals. But what is the objective of the campaign and who are Ocado trying to reach? Using YouGov Profiles, I have analysed the behaviours and attitudes of the groups the grocery retailer will be speaking to.
Existing customers – people who have used Ocado in the past 12 months
Those who