Dog Cat & Mouse Wins National Marketing Launch for Dairy-Free Ice Cream Company 'Over the Moo'

Over the Moo partners with Dog Cat & Mouse to ignite its 1st national marketing push.

Over the Moo, the award-winning disruptive dairy-free ice cream bites brand, has appointed independent creative agency Dog Cat & Mouse to shape and lead its first nationwide marketing campaign, which rolls out early 2026.

The appointment comes as Over the Moo prepares for a wave of major NEW nationwide retail listings and accelerates its ambition to bring high-quality, dairy-free ice cream to the masses. The forthcoming campaign will form the centrepiece of a broader brand-building programme spanning social, activations and trade marketing.

Steve Stokes, Co-Founder & Planning Director at Dog Cat & Mouse, said:

"Working with ambitious underdog brands like Over the Moo is a dream, especially when bold, unconventional thinking sits at the very heart of their proposition. The range is genuinely unique; on the one hand tipping its hat to the iconic choc ice of yesteryear, whilst on the other showcasing plant-based thinking in a fun, sharing yet sustainable light. We're excited for the opportunity to help Simon and his team build something bold, simple yet impossible to ignore."

Simon Goodman, Founder, Over the Moo, said:

"As we expand into major retailers, this feels like just the right moment to ramp up how we show up creatively. Dog Cat & Mouse brings with it a proven track record of success, coupled with unrivalled expertise when it comes to supporting challenger brands step out from the shadows and we're excited to partner with them as we build towards our first national campaign."

Editor's Notes

About Over the Moo

Over the Moo is a UK-based challenger ice cream brand bringing high-quality dairy-free ice cream to the mainstream. Founded by entrepreneur Simon Goodman, the brand set out to prove that plant-based ice cream can deliver the same indulgence and satisfaction as traditional dairy. Its signature product, Over the Moo Bites, are dark-chocolate-coated coconut ice cream pieces in classic flavours, designed in a bite-sized format for modern consumption.

Recent distribution wins include Portugal's largest supermarket Continente, the UAE's leading online grocer Kibsons, a distribution partnership with Spain's Vegan Nutrition, and Q-commerce availability through Zapp across London. With major UK listings to be announced, Over the Moo is preparing for a significant national rollout in 2026.