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Fourteen10 gets its paws on Lyka's media account. Published on: 15th September 2026 at 9:08 AM Lyka has appointed Fourteen10 to lead its media strategy, planning and buying following a competitive pitch. The contract that commences 1 December has a mandate to design the next wave of above-the-line growth. Fourteen10 won the account from AlchemyOne, who had the account for four years. ADVERTISING "We didn't want an agency relationship built around the old brand-versus-performance team debate," said Cam Luby, CMO at Lyka. "We need a partner who reads growth as one system and works with our team and leverages our data to help us make sharper calls about where to invest next. That's exactly what Fourteen10 brought to the table." The pitch process was led by Tumbleturn Marketing Advisory. "We were thoroughly impressed with all the thinking from the agencies involved," said Dan Johns, Partner at Tumbleturn. "Ultimately, our job is to match the right kind of agency with clients. It was clear to us that Lyka and Fourteen10 were speaking the same language and aligned to the same ambitions." "Lyka has built an amazing business. What stood out to us through the whole process was that they see themselves as a health company that cares so much about animals it has put its attention on the biggest lever on their wellbeing, which is their diet," said Cameron Roberts, director at Fourteen10. "We're energised by the mission, and our focus will be showing more Australians why it matters. We want to thank Tumbleturn for running a great process that gave us enough information to come back with a response that we believe will help Lyka take its next step in growth." Lyka now feeds more than 100,000 dogs across Australia, a milestone for the business as it continues to grow its reach and its mission to improve the health and wellbeing of dogs through better nutrition. "We want to thank AlchemyOne for everything they've brought to Lyka's growth story," concluded Luby. "They've been a big part of getting us to where we are today." Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.

Unyoked x Lyka launch dog-first wilderness cabins. A new off-grid collaboration outside Sydney and Melbourne aims to fix "fake" pet-friendly travel with dedicated bushland stays for humans and hounds. Anyone who has tried to plan a countryside getaway with a four-legged companion knows the familiar disappointment of the "dog-friendly" label. More often than not, it comes with a laundry list of caveats: dogs must remain outdoors, stick strictly to tiled utility rooms, or stay tethered while human guests enjoy the view. It is a frustration shared by most pet owners. According to recent research commissioned by Australian fresh dog food company Lyka, 68% of owners who want to travel with their dogs name accommodation as their single biggest barrier, while 64% believe most 'dog-friendly' stays aren't actually designed with pets in mind. A new collaboration between Lyka and off-grid cabin pioneer Unyoked is aiming to set a higher benchmark. Available to book from September 21 to October 25, two Unyoked cabins - located in secluded bushland outside Sydney and Melbourne - are being thoughtfully reimagined as dedicated "Lyka Lodges." Rather than mere tolerance, the concept focuses on genuine pet wellbeing, matching the restorative nature of an off-grid cabin with thoughtful details for both four-legged guests and their owners. Inside, guests will find a range of unique touches: matching green Lyka bed linen for humans alongside cosy orthopaedic dog beds, curated dog-centric books, interactive dog puzzles, complimentary poo bags, and even a dedicated "stick library" stocked for local trail walks. | Curated for local trail walks: Lyka's signature 'Dog Stick Library' stationed outdoors in the bush. | Pets are welcomed with stocked Lyka treats - including Turkey Dental Jerky - while human guests receive an exclusive offer to sign up for Lyka, complete with a complimentary cooler bag to keep fresh dog meals cool during the drive. The broader objective taps into something deeper than novel amenities. "The noise and pace of modern life doesn't just wear on us, it wears on our dogs too. Time outside isn't a treat for them - it's a requirement." - Cameron Grant, Co-Founder of Unyoked Cassandra Do Carmo, Brand Director at Lyka, agrees: "A dog's health starts in the bowl and extends into all aspects of our lives together. Partnering with Unyoked brings both aspects of health together under one roof: fresh nutrition and time in nature." With 78% of owners reporting that time in nature with their dog directly boosts their own mental health, the getaway serves as a dual reset: a chance for humans to unyoke from digital fatigue, and for dogs to simply be dogs. Even after the initial Lyka Lodge pop-up concludes on October 25, the partnership will continue long-term, with select Lyka amenities - including dental chews, dedicated dog bowls, and poo bags - remaining standard for future Unyoked pet stays. By the numbers: the pet travel gap. "Spending time outdoors with our dogs is one of the simplest ways to support our wellbeing, yet accommodation remains the single biggest barrier." - Cassandra Do Carmo, Brand Director at Lyka Data from a July 2026 survey of 341 Australian dog owners commissioned by Lyka highlights the demand for nature-based travel: * 78% say spending time in nature with their dog benefits their own mental health. * 79% say their dog loves being outdoors in nature. * 65% wish it were easier to take their dog somewhere with genuine space and nature. * 68% say accommodation is the biggest barrier to spending more time in nature with their pet. * 64% believe most dog-friendly accommodation isn't actually designed with dogs in mind. * 45% haven't taken an overnight nature getaway with their dog in the past 12 months. * Only 19% say getting away with their dog is easy. | Unplugging in the bush: the off-grid setup at Farah Cabin, complete with an evening campfire pit. | Need to know. * What: Lyka Lodge x Unyoked Pop-Up Cabins. * Where: Secret wilderness locations outside Sydney & Melbourne. * Booking Window: Stays available between September 21 - October 25, 2026 (Bookings open September 1). * Inclusions: Lyka treats (Turkey Dental Jerky), dog puzzles, books, stick library, matching human/dog green bedding, complimentary cooler bag offer. * Bookings: bookings.unyoked.co/au/lyka-lodge | Thoughtfully equipped: the cabin kitchenette comes stocked with Lyka treats, bowls, and a fresh-food travel cooler bag. |