Pets at Home wanted to revisit their own label packaging. We proposed they develop their own brands for each category to raise sales. We created numerous brands across food, treats, clothes, accessories, toys and bedding, one of these brands was It Happens.

They were looking to add some level of personality to the rather functional own label poop bag. We considered ‘toilet humour’ to be the way to go and hence the It Happens … brand was born.

Results: The development of in house brands raised sales significantly. Between 2010 & 2014 the value of the business increased by £275m when it was floated, the subsequent 18 months saw the share value rise by 45%.