Lyka: helping every pet to live full of life!

Pat-A-Pooch: The Perfect Platform to Raise Brand Awareness and connect Face-to-Face

"As an online business, the Dog Lovers Festival gave us invaluable face-to-face interactions with pet parents, helping us build trust, gain insights, and deepen engagement. Our physical presence reinforced credibility while allowing us to educate and connect with both new and existing customers."

Cass Do Carmo

Brand Marketing Director, Lyka

Background

Lyka is on a mission to revolutionise the pet food industry by putting nutrition first – without compromising on convenience. In an industry dominated by highly processed kibble designed to sit on shelves for months, Lyka is flipping the script by providing fresh, real food that promotes improved dog health. With a commitment to offering dogs the nutrition they deserve, Lyka aims to make every pup’s life better by nourishing them with food that fuels their best life.

To deepen its connection with the Australian pet market, engage with dog lovers on a more meaningful level, and assist in driving subscriptions Lyka became the proud sponsor of Pat-A-Pooch in 2023. Celebrating wellbeing and the joy dogs bring, the Pat-A-Pooch sponsorship aligned perfectly with Lyka’s mission to create a happier, healthier world for dogs. Through Pat-A-Pooch, Lyka not only connects with dog owners but also reinforces its commitment to promoting a fresh, nutritious approach to canine care.

The Challenge

As an online start-up brand Lyka faced the challenge of distinguishing itself in a competitive Australian pet market. The brand needed to:

  • Increase awareness of the Lyka brand and educate consumers on the benefits of real food
  • Foster customer loyalty and boost direct sales
  • Build deeper connections with its audience of active, pet-loving Australians through face-to-face connections
  • Align the brand with a property that would reflect the Lyka brand values and resonate with its target audience of passionate dog owners who want the best for their dogs
  • Gather feedback and insights through face-to-face conversations at the stand

The Strategy

As the key sponsor of Pat-A-Pooch at the Dog Lovers Festivals, Lyka launched a multi-faceted strategy designed to maximize brand visibility, deepen audience engagement, and drive retail success.

The approach included:

  • Brand Integration with the Feature
  • Impactful stand design
  • Engagement through live cooking demonstrations
  • Rewarding existing customers
  • Exclusive Festival offers
  • Amplifying the sponsorship via Lyka’s owned & earned channels
  • Driving conversions through a 40% off show discount and welcome pack
  • Leveraging PR opportunities offered through partnership the Festival

Lyka’s sponsorship of Pat-A-Pooch at the Dog Lovers Festivals created a dynamic and engaging experience for attendees while maximizing brand visibility. Through an appealing interactive stand design which included a live cooking demonstration, exclusive offers for new customers, and rewards for loyal customers, Lyka built meaningful connections with dog lovers. The integration of an impactful brand experience through Pat-A-Pooch, along with strategic amplification of the Sponsorship through Lyka’s owned and earned channels, ensured the brand leveraged every aspect of the Sponsorship reaching a broader audience and provided a memorable presence that deepened audience engagement to aid in driving long term retail success.

The Impact

Lyka’s partnership with the Dog Lovers Festival delivered impressive outcomes:

  • Over 2,000 direct customer leads generated (per festival)
  • National media exposure, including a high-profile feature on Sunrise
  • Strong sales uplift and post event conversion
  • Increased brand engagement

The result

These results lead to the extension of the Lyka’s sponsorship commitment across the Sydney and Melbourne events in 2023 and 2024, further solidifying their alignment with the Festival and reinforcing their mission to make dogs healthier from the inside out.

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