Pooch & Mutt Celebrates the Unfiltered Reality of Dog Ownership through its Digital Campaign for All Breeds Needs from Lobster

Jul. 17, 2026

Pooch & Mutt, the UK pet brand, partnered with creative production house Lobster to launch "For All Breeds Needs"  a social-first campaign celebrating the unfiltered reality of dog ownership and introducing the brand's refreshed identity.

Through a series of intimate, documentary-style films that celebrate the real, unpolished truth of life with dogs - the muddy paws, chaotic walks, quiet moments, and deep emotional bonds that define modern pet parenthood.

Shot with real dog owners and their dogs, the films are grounded in natural, observational storytelling, capturing everyday rituals and lived-in moments that feel honest, warm, and instantly relatable. Each unique story is fuelled by the power of Pooch & Mutt nutrition, exploring a different facet of the human-dog relationship - positioning Pooch Mutt as the dog experts who are there for every breed, every need, and every chapter of life. The campaign marks the beginning of a longer-term creative platform for the brand, with further documentary-led stories continuing throughout 2026.

Simon McDowell, Executive Producer and Partner at Lobster, said:

"I’m a dog parent to a little Jack Russell x Shih Tzu cross - a "Jack Shit’"- called Hector. Big name, tiny dog. And like most little dogs, he vibes like a Dobermann. So I know first-hand, like any dog owner does, that life with a dog is a steady mix of chaos and laughter, small public embarrassments, being silently side-eye judged in your own home, dragging them away from floor chicken, and occasionally running full pelt after his latest arch nemesis…the rollerblader.  There’s a lot of overly polished pet advertising out there, and none of it feels real. This work goes in the opposite direction. It’s honest, a bit messy, and emotionally true - because that’s real life with dogs, and that’s exactly where Pooch & Mutt belongs."

 

Emma Frain, Executive Director of Brand at Pooch Mutt, said:

"For All Breeds Needs" is our promise to show up for the full, wonderfully unfiltered reality of life with dogs — not the perfectly posed version. Lobster captured pet parenthood beautifully through real people and real moments. Because while dogs bring something truly special to our lives, it’s the everyday chaos, quirks, and small moments that build the bond — and make it all worth it. The films feel warm, honest, and emotionally true, and that’s exactly why they resonate with our audience. Our community see themselves in the stories, and they act as a simple reminder that whatever your dog looks like, acts like, or needs right now, Pooch & Mutt is right there with you."

 

The campaign launched across Meta platforms including Instagram, Facebook, Reels, and Stories, forming the first phase of a longer-term brand platform that will continue to evolve throughout the year.