Poo Glorious Poo

Australian pet food brand Lyka has launched ‘Poo Glorious Poo’, a playful musical campaign that celebrates an unlikely sign of canine health: great dog poo. Created by 72andSunny Sydney, the film reimagines the classic song ‘Food Glorious Food’ from *Oliver!* as a colourful Broadway-style production, using humour and spectacle to stand apart from the pet food category’s more sentimental approach.

The production was led by an experienced creative team, with music and composition by Elliot Wheeler, choreography by Josh Cesan, and direction from Joel Kefali through Good Oil. The campaign marks the first work from Lyka’s project-based partnership with 72andSunny Sydney and uses an entertaining, tongue-in-cheek tone to highlight the benefits of fresh dog food.

Rolling out across television, social media, influencer partnerships, out-of-home, radio and broadcast integrations, the campaign is backed by scientific research. A peer-reviewed study conducted by the University of Sydney and the Charles Perkins Centre found that dogs fed Lyka experienced improved stool quality, greater gut microbiome diversity, steadier blood sugar levels and more favourable appetite responses than dogs fed kibble, with measurable results appearing within as little as two weeks.