Lovehoney has unveiled a new billboard to celebrate “a nation of doggy lovers” strategically placed outside the international dog show, Crufts.

The billboard is currently being showcased outside the NEC in Birmingham where the dog show is taking place.

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The ad reads “We’re a Nation of Doggy Lovers” plastered on a green background, while featuring the sexual wellness brand logo.

The move follows research conducted by the online sex toy destination revealing that “Doggy Style” is the nation’s favourite sex position.

A Lovehoney spokesperson said: “The United Kingdom really is a nation of doggy lovers, according to our own survey, so what better time and place to reveal Britain’s favourite position than at Crufts, the world’s greatest dog show?

“At Lovehoney, we believe that everyone deserves sexual happiness and we are delighted that doggy has won “best in show.”

Meanwhile, it’s not the first time that Lovehoney has dipped its paws into the billboard space.

Last year the Advertising Standards Authority (ASA) banned an “inappropriate” advert about Prince Harry’s new book, Spare, featuring a ball gag and a quip about “silence” being “golden”, following complaints.