Pooch & Mutt celebrates all pup personas
The UK pet brand brings five new dog personalities to its For All Breeds & Needs platform with Lobster.
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Pooch & Mutt, the UK pet brand, has launched this latest instalment of its For All Breeds & Needs campaign, created and produced by Lobster.
Building on the real, emotionally-led storytelling of the first campaign, the new work introduces five distinct dog personas across Pooch & Mutt’s Fresh, RAW, Wellbeing, Primal and Superfoods ranges. Each story pairs a different personality with a different feeding need, bringing to life the breadth of Pooch & Mutt’s range without losing the humour, warmth and real owner-dog relationships at the heart of the campaign.
Lobster cast the campaign across the UK, searching for real people and dogs whose lives naturally brought each persona to life. The resulting stories take us from a Team GB sprinter with an incredibly fussy dog and a 13-year-old sheepdog who refuses to retire, to an anxious rescue, a Brighton escapee now living the farm life in Scotland and a dog who genuinely thinks she’s a horse.
Directed by Nick Tree, the films drop us into five very different worlds, getting down to the dogs’ level and letting their personalities lead the way. Moving from running tracks and Brighton beaches to muddy stables and Scottish farmland, Nick finds the humour and heart in the small, unscripted moments between each dog and their owner.
Credits
View on- Agency Production Company In-House
- Production Company Lobster
- Director Nick Tree
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Credits
View on- Agency Production Company In-House
- Production Company Lobster
- Director Nick Tree
- Editing Whitehouse Post/London
- Color Dirty Looks
- Producer Samantha Callighen
- Executive Producer Simon McDowell
- Head of Production Sarah Baulcomb
- DP Ali Little
- Editor Pete Hills
- Assistant Editor Steven Waltham
- Post Producer Edie Connealy
- Animator Tom Langton
- Colorist Steffan Perry
- Composer Tom Keech
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Credits
powered by- Agency Production Company In-House
- Production Company Lobster
- Director Nick Tree
- Editing Whitehouse Post/London
- Color Dirty Looks
- Producer Samantha Callighen
- Executive Producer Simon McDowell
- Head of Production Sarah Baulcomb
- DP Ali Little
- Editor Pete Hills
- Assistant Editor Steven Waltham
- Post Producer Edie Connealy
- Animator Tom Langton
- Colorist Steffan Perry
- Composer Tom Keech
Simon McDowell, Executive Producer and Partner at Lobster, said: "Getting the chance to build on what we started earlier this year with Pooch & Mutt was a bit of a dream brief. We’ve built a really collaborative relationship with the Pooch team - there’s a lot of trust there and it genuinely feels like we’re making the work together. We travelled around the country finding these brilliant little stories and ended up meeting the most amazing mix of people and dogs. They completely let us into their worlds, which is always a bit of a privilege.
They’re only little snapshots of their lives together, but like the previous campaign, they remind you just how much dogs mean to us. This is what human-led storytelling means to us at Lobster. Real people, proper stories and all the funny, messy, unexpected bits you get for free when you don’t try to over-engineer everything. Nick was brilliant at leaning into that and making each story feel completely its own. It was an absolute joy to make.”
Harriet Deane, Executive Director of Creative at Pooch & Mutt, said: “When we rebranded in January, we wanted to represent all ‘walkies of life’. At Pooch & Mutt, we know that every dog and owner has a different story - from how they came into each other’s lives to the relationship they’ve built along the way. That’s where ‘For All Breeds & Needs’ came from. We also know that being a dog owner isn’t always a walk in the park. Whatever your dog’s personality, lifestyle or needs, we want Pooch & Mutt to be there to support them, with ranges spanning Superfoods, Wellbeing, Primal, Fresh and RAW. Lobster and Nick really understood all of this from the start.
Through these five stories, they’ve captured the unique personalities, quirks and relationships that make every dog-owner relationship different, while showing just how varied life with a dog can be. The result is a campaign that gives you a genuine glimpse into the lives of five very different dogs and the people who love them - full of the humour, heart and unexpected moments that come with sharing your life with a dog.”
