Lyka

Lyka is Australia's leading fresh dog food brand, on a mission to transform the health of dogs through fresh, nutritionally complete meals made from real ingredients. As a category challenger in a market long dominated by heavily processed pet food, Lyka has built its reputation on science-backed nutrition, bold thinking, and a willingness to start conversations others won't. As an ongoing retainer client, Lyka partners with The PR Pantry to support bold, culturally resonant storytelling and deliver strong, sustained media results.

As part of a 3 month project, Lyka looked to The PR Pantry to support its 'Poo Horrors' campaign, with a clear goal of reaching Breakfast TV and consumer media to build cultural relevance and category leadership. The brief paired insight-driven storytelling with attention-grabbing creative to keep the brand top of mind and drive meaningful national conversation across both consumer and lifestyle channels.

The 'Poo Horrors campaign' delivered two distinct and complementary PR moments. Firstly, to create a compelling data-led narrative, The PR Pantry commissioned a national survey through an external third-party company, uncovering real consumer behaviour and attitudes toward dog health. This insight driven story secured a Today Show TV exclusive and national print syndication, showcasing the power of data-led storytelling in earning top-tier broadcast and print coverage.

Meanwhile, Lyka's deliberately controversial 'Poo Horrors' ad (ultimately banned on Netflix for being too inappropriate) ignited a cultural moment, driving widespread conversation and mass media coverage across top-tier outlets including news.com.au, The Herald Sun, The Daily Telegraph and Daily Mail.

The quarter also marked the launch of Lyka's Moonlight Cinema campaign, a partnership and onsite activation that captured strong lifestyle media interest and secured coverage across key outlets including Urban List, Sitchu, Concrete Playground and more - contributing to a total audience reach of more than 72.4 million over a 3 month period.