{
  "slug": "ollie",
  "name": "Ollie",
  "website": "https://myollie.com",
  "category": "pet",
  "angles": [
    "personalization"
  ],
  "thesis": "Organize dog food around a pet profile and recurring delivery.",
  "question": "Check how portions and recommendations vary with the information supplied.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Organize dog food around a pet profile and recurring delivery.",
  "audit": [
    "Check how portions and recommendations vary with the information supplied.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://www.ollie.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Ollie delivers fresh, healthy dog food made with real, human-grade ingredients, tailored to your pup's unique nutritional needs.…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}