Lyka, Australian dog food brand, has launched ‘Poo Glorious Poo’ via 72andSunny Sydney, a new campaign that celebrates one of the clearest signs of a healthy dog: great dog poo. The work is grounded in new peer-reviewed research showing Lyka improves dogs’ stool quality in as little as 14 days.
The campaign marks the debut work from the new Lyka and 72andSunny Sydney partnership, and signals Lyka’s ambition to stand apart and disrupt the traditional dog food category.
Reimagining the iconic Food Glorious Food anthem from Oliver!, the campaign transforms the daily dog walk into a theatrical musical number with full West End energy — an exuberant, high-craft spectacle starring dog owners, vets and dogs all revelling in the vitality that comes from Lyka’s vet-formulated, gently cooked meals.
“Dog parents want their dogs to be happy and healthy, and one of the health signs parents can look at is their dogs’ poo. That makes a great dog poo worth singing about,” said Cam Luby, CMO at Lyka. ”What I love about this work is while the rest of the category serves up slow-motion best-friend montages, we’re celebrating that joyous, proud moment when you look down and know you’re doing right by your mate.”
To bring the ‘Poo-sical’ to life, 72andSunny Sydney assembled creative talent: music and composition by Elliot Wheeler (Elvis, Strictly Ballroom), choreography by Josh Cesan, and direction from Joel Kefali via Good Oil.
“We wanted to create something with the scale, ambition and craft of real entertainment, not a traditional pet food ad,” said Justine Armour, international CCO, 72andSunny.
“The strength of this idea is that it takes a deeply human truth every dog owner recognises and turns it into something joyful, unforgettable and culturally impossible to ignore. We wanted to redefine what the category looks and feels like, so we needed to take a big creative swing.”
The campaign is underpinned by Australia’s first peer-reviewed fresh dog food study, conducted by the University of Sydney with the Charles Perkins Centre and published in Frontiers. The research found dogs fed Lyka showed visibly improved stool quality, greater gut microbiome diversity, steadier blood sugar and more favourable appetite-hormone responses than dogs fed kibble, with results in as little as two weeks.
“As more Australians treat pets like family and look for healthier food choices, the findings mark an important milestone in understanding what dogs truly thrive on,” said Lyka co-founder and veterinarian Dr Matthew Muir. “The study is part of a long-term commitment to lifting standards across the industry through transparency, accountability and evidence-led innovation.”
The campaign rolls out across TV, social, influencer, OOH, radio and integrated broadcast partnerships from 25 May.
Credits:
Client: Lyka
Agency: 72andSunny Sydney
Production: Good Oil
Director: Joel Kefali
Music: Elliot Wheeler
Media: Alchemy One
