As the UK’s first dedicated online grocery retailer, it was a natural next step for Ocado to apply its technological expertise to non-food categories. Identifying pet care as a potentially lucrative opportunity, the business required a valuably different branded proposition to take to market.


Although the pet care market was oversaturated, it was with non-descript players dedicated to shifting cut-price identikit stock. A clear space existed for something different.

Our research revealed that the pet accessories market was already worth well over £650m and growing – even during times of recession. It’s clear in the UK we love spoiling our pets, treating them as part of the family.

Drawing on this insight, we created Fetch, a brand that promises to help people become perfect pet parents. Echoing Ocado’s positioning as a customer champion, it seizes the market opportunity to deliver a proposition that redefines category standards.


Fetch launched in 2013 and is making significant market gains. We’ve since helped Ocado navigate the tricky kitchen and diningware market with the launch of Sizzle. And we’re currently working on their other non-food offerings, too.

Brand positioning | Brand strategy | Naming | Brand identity | Tone of voice | Packaging design

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