Waitrose has today kicked off a marketing campaign for its online grocery arm as it gears up to take on Ocado within the M25.

Waitrose kicks off online marketing campaign

The campaign will emphasise Waitrose’s service and its free delivery on orders over £50. It has slowly started delivering within the M25 this year, but will take on the capital fully at the end of June.

Waitrose previously had a provision in its contract with Ocado which prevented it delivering within the M25, which is key Ocado territory.

According to Ocado’s prospectus, about 50% of its gross sales in the year to November 2009 were within the M25.