Dog poo takes centre field in Lyka’s new ‘Poo on the Ground’ AFL campaign with Channel 7
Australian fresh dog food brand Lyka is taking one of the least glamorous topics in pet parenting to some of the biggest sporting grounds across the country, partnering with Channel 7 to launch a bold new AFL stunt that puts dog poo (and dog health) centre field.
Lyka’s “Poo on the Ground” campaign launched nationally this evening (July 2, 2026), rolling out across Channel 7 Live TV for the remaining AFL home-and-away season. The campaign was produced in partnership with Channel 7, with media managed by Alchemy One.
Starring footy legend Billy Brownless, the campaign sees the TV and radio personality make an unlikely discovery on the hallowed turf: a perfectly formed dog poo. As he celebrates the unexpected marker of a healthy dog, a red labrador races onto the field – prompting the only logical conclusion: it must be a Lyka dog.
Designed to make audiences do a double take and question whether a dog actually made its way onto the field, the campaign integrates a national TV commercial inside live AFL coverage; cleverly turning the language of “performance”, “delivery” and “clean disposal” into a cheeky celebration of dog health, reaching millions of AFL fans across the country.
The campaign forms part of Lyka’s broader “Poo Glorious Poo” platform launched earlier this year by 72andSunny, which is underpinned by Australia’s first peer-reviewed fresh dog food study, conducted by the University of Sydney and published in Frontiers.
The research found dogs fed Lyka experienced visibly improved stool quality, greater gut microbiome diversity, steadier blood sugar levels and more favourable appetite-hormone responses compared to dogs fed kibble, with measurable improvements observed in as little as two weeks.
Says Cam Luby, Chief Marketing Officer at Lyka: “We knew that to get people talking about dog poo, we couldn’t be subtle about it.
“The AFL gives us one of the biggest stages in the country, and “Poo on the Ground” lets us own a moment that’s impossible to ignore. But the cheek and boldness only works because the science backs it up – better poo is one of the first things owners notice when they switch to Lyka, and now we get to prove it in front of millions.
“If we can get spectators to do a double take and genuinely wonder whether a dog poo has made its way onto an AFL field, and spark a conversation in the process, then we’ve achieved our goal.”
Says Joel Trethowan, Managing Director, Alchemy One: “The AFL season delivers some of the most engaged and attentive audiences in Australia. There aren’t many brands brave enough to build an AFL campaign around dog poo. But that’s exactly why it works. Lyka’s taken one of the country’s biggest sporting stages and given audiences something they won’t see coming, and won’t forget.”
The campaign will also extend to SCA’s Triple M’s AFL coverage, featuring 30 second in-broadcast spots and branded integrations during the network’s post-match MVP discussions throughout the remainder of the regular season.
Lyka’s AFL campaign will run throughout the remainder of the season on Channel 7 until September.
Client: Lyka
Media Agency: Alchemy One
Production: Channel 7
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