Lyka Pet Food delivers fresh, human-grade, personalized meals for dogs across Australia, focusing on veterinary-formulated nutrition and sustainability.
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See all ads on AdLibrary →Lyka Pet Food was founded in Sydney in 2018 by Anna Podolsky (ex-Bain & Company) and veterinarian Matthew Muir. Named after Podolsky's Border Collie, the brand produces fresh, vet-nutritionist-formulated dog food delivered on subscription. Lyka achieved B Corp certification in 2023 and has raised over $55 million in funding. Its quiz-based personalised onboarding funnel is a key conversion mechanism driving high customer LTV. Also searched as Lyka.
Lyka's ads speak to the premium pet parent—a consumer who anthropomorphises their dog and will pay meaningfully more for food they believe is genuinely healthy. Vet-endorsed content, visible ingredients, and health transformation stories (improved coat, energy, digestion) are the primary creative pillars. The quiz-based funnel captures intent and personalises the subscription experience from first contact. See their ad creatives at AdLibrary.
Facebook and Instagram are the primary paid channels, with dog UGC and before/after health content performing best. The quiz CTA ('Find the right meal plan for your dog') converts cold traffic into high-intent subscribers by creating personalised investment before purchase. Retargeting uses social proof (vet endorsement, review counts) and subscription-value messaging to close consideration-stage shoppers.
Copy leads with vet authority ('Formulated by vet nutritionists'), visible freshness ('Real ingredients you can recognise'), and transformation outcomes ('Shinier coat. More energy. Better digestion.'). The B Corp certification signals ethical alignment for values-driven pet owners. Subscription pricing is framed as 'less per day than you spend on your own coffee.'
Lyka demonstrates that the premium pet food category rewards the same DTC playbook as premium human food—vet authority replaces doctor authority, dog transformation stories replace human transformation stories, and subscription economics work if onboarding creates genuine investment in the product's outcomes. The quiz funnel is particularly transferable: any subscription brand selling a 'personalised' product can use structured onboarding to raise first-purchase intent and reduce post-subscription churn.
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