Mars Petcare has followed Daylesford Organic in building a ‘shop within a shop’ on the Ocado website this week.

Shoppers will be able to buy brands such as Whiskas and Pedigree from the Ocado shop, which includes information on pet ownership and nutrition.

Mars is also trialling a ‘click-to-buy’ ad campaign for Pedigree Jumbone that allows people to click through to online retailers.

“You’re missing a trick if you’re not linking up digital marketing with the opportunity to buy,” said Mars Petcare online channel manager Stephanie Hebblethwaite.