Laura Byrne and Lyka Reunite for Continued Dog Care

Laura Byrne returns to Instagram Stories for Lyka, bringing her dog Buster and a flexible meal plan into the everyday routines her audience already trusts.

Laura Byrne is back on Lyka duty. Five months after her first run of Instagram Stories for the Australian fresh dog food brand, the Life Uncut co-host has a new set of frames. This time, her dog Buster takes centre stage.

The new creator-led campaign spans three Instagram Stories and went live on 3 November 2026. It also builds directly on the June activation earlier this year. That continuity is the real story. Brands rarely come back to a creator unless the first round worked, and Lyka has chosen to do exactly that.

Why Repeat Creator Partnerships Carry More Weight

One-off endorsements are everywhere on social media. However, audiences have become sharp at spotting them. A single sponsored post can feel like a transaction. A repeat creator partnership, by contrast, reads more like a genuine habit.

That difference matters for a product like Lyka. Fresh dog food comes on a flexible meal plan, so the brand needs customers who stay. Showing the product as part of an ongoing household routine is therefore far more persuasive than a single unboxing.

For Laura, the second campaign adds credibility. Her followers have now seen Lyka in her home twice, months apart. In other words, the product looks like part of family life rather than a passing ad.

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Inside the Stories: Buster, the Delivery and a Clear Route to Trial

The campaign opens on a moment every dog owner knows well: the delivery arriving at the door. “Guys, if you have a dog who you treat as well as your human children, today is Buster’s favourite day,” Laura tells her followers.

From there, she walks through what makes Lyka different. She explains that board-certified vet nutritionists develop the meals, a point Lyka also makes on its own website. She adds that each meal plan is personalised to the individual dog. According to Lyka, portions are worked out from weight, breed, age and activity level.

Then comes the line most dog owners will recognise. “We think so much about what we’re feeding our kids,” Laura says. “What about our small furry kids?”

Finally, the Stories end with a clear next step. New customers can use code LAURA40 for 40% off their first two boxes, while a dedicated tracking link sends traffic straight to Lyka. Together, these give both brand and creator a clean read on how the content performs.

Why Laura Byrne Remains the Right Fit

Laura’s profile has only grown since she won The Bachelor Australia in 2017. Since 2019, she has co-hosted Life Uncut with Brittany Hockley, a podcast built on candid talk about relationships, parenting and everyday life. The pair also co-wrote We Love Love and present the drive show The Pick Up together.

Beyond media, Laura founded ToniMay Jewellery and leads it as Creative Director. She is also a mum of three. That mix of busy family life and honest storytelling is what makes her persuasive. Her audience trusts her because she talks about real routines, not polished ideals.

Pet care fits neatly into that world. For many of her followers, the family dog is part of the household in every sense. Consequently, a conversation about what Buster eats feels like a natural extension of the ones she already has.

Lyka’s Momentum Makes Consistency Count

Lyka has grown quickly since Anna Podolsky founded it in Sydney in 2018, alongside veterinarian Dr Matthew Muir. In March 2026, the fresh dog food brand raised $67 million in a Series C round led by LGVP, according to SmartCompany. It now feeds more than 100,000 active dogs across Australia.

The company also earned B Corp certification in 2023. Meanwhile, its message has stayed steady throughout: nutrition first, with real ingredients in place of highly processed diets.

At this stage of growth, brand consistency becomes critical. Lyka’s decision to reinvest in a creator who already knows the product is therefore a smart one. It keeps the tone familiar while reaching new households through a trusted voice.

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Word Choice and the Art of Not Preaching

Pet food is an emotional category. Owners care deeply about their dogs, and few respond well to being told they’ve got it wrong. For that reason, the campaign leans on positive messaging about what fresh food offers instead of criticising other feeding choices.

The language is deliberate, too. Lyka frames its offer as a flexible meal plan, which puts the emphasis on choice and control.

Laura’s delivery helps here. She speaks as a fellow dog owner, not an expert lecturing her audience. Ultimately, that warmth turns a product message into a recommendation from a friend.

What This Means for Pet Brand Influencer Marketing

Premium pet brands face a familiar challenge. Their products cost more, so customers need a reason to believe. Increasingly, the brands that win are the ones building long-term creator relationships rather than chasing reach alone.

Repeat activations also produce better data. With the same creator, a dedicated code and a tracked link, Lyka can compare this campaign directly with the June Stories. Over time, that builds a clearer picture of what actually drives trial.

MN2S put the right talent in front of the right brand in June, and this second campaign shows what happens when both sides commit. For brands in the pet, family and lifestyle space, the lesson is simple: find a creator whose real life already includes your product, then keep showing up together. Explore more of our brand partnership stories.