Online grocer Ocado has announced its aim to cater for the whole London area by Christmas.

Launched earlier this year, Waitrose subsidiary Ocado operates from a warehouse in Hemel Hempstead, but is expanding to a 27,405 sq m premises in Hatfield next month. The company plans to invest £2m (US$3.1m) in an advertising campaign aimed at highlighting the company’s availability within the London area, its free delivery and low product-substitution rate. The tagline “When did you stop being so demanding?” and comparisons between Ocado and its rivals will form the basis for the advertisements.

Retailer John Lewis has a 40% stake in the company, which made a loss of £9m in the six months ending 27 July.

Ocado is currently available to 1.8m households, but plans to be available to 3m households by the end of the year, reported Retail Week.