Ocado’s Sizzle branding places the kitchen “at the heart of the home”

The consultancy was appointed to create the brand strategy, name, positioning and visual identity for Sizzle as part of work across a number of Ocado non-grocery businesses, including online pet care store Fetch, which launched last year.

The Sizzle strategy is based on the idea the kitchen as “the heart of the home”, according to The Clearing director of consulting Richard Buchanan.

He says: “With competitors focused on the ‘perfect’ table arrangement, we created a more human brand, recognising the importance of the kitchen as the place where we cook, eat, catch-up and connect with those who matter the most – our family and friends.

“This allowed us to develop clear, defendable territory for Sizzle, building a brand with a strong, memorable identity designed to appeal to an upmarket, specialist audience – people with a passion for food, style and life.”