UK MD Thomas Jellum said it was built into the branding to ensure Netto had strong grounds to copyright its logo. And, he says, he has become quite fond of the logo, and the pooch.
He says: "It's not fancy, it is value for money, it is Scottish so it is tight, but also it is happy and maybe a little bit aggressive." Um. One suspects the Scottie won't have to put up with people suggesting that it is stingy for much longer as Netto considers going walkies over the border.