Ocado has launched a mischievous advertising campaign on the streets outside its competitors stores telling shoppers that visiting shops is a drag.

The online grocer has laid out stencils with messages including ‘Don’t Waste Your Life, Shop Online at Ocado.com’ which were jet washed on to the ground outside rivals including Waitrose and Tesco in west London.

Ocado co-founder Jason Gissing said: “We’ve literally taken to the streets to remind people how chaotic and stressful shopping at a normal supermarket can be during the festive period. From pester power and long queues to busy car parks and aggressive shoppers, the experience can be horrific.

“With the Ocado Christmas Shop, your entire shop can be done in a few clicks without leaving the sofa.”