SUPERMARKET mascot Otto is embarking on a new challenge.

The loveable Leonberger is wagging his tail with delight after bagging a place in the world’s most famous dog show, Crufts.

And giving enormous Otto a helping paw in celebrating are staff at the Market Street store of Sainsbury’s, where the eight-year-old acts as a mascot.

Owner Susan Elliott, a cashier at the same store, said: “I am absolutely elated. The last time Otto qualified he was poorly and couldn’t go so this is his big chance.

“Otto is a gentle giant and everyone at the store loves him – I’m sure they’ll be really pleased for him!”

Otto took on his new role earlier this year after the store manager saw a photo of him and decided he would be a good mascot for the store.

He quickly won the hearts of staff and customers, with children especially queuing up to give him a pat.

Popular Otto has also helped raise hundreds of pounds for charities, sitting at the front of the store looking pretty to encourage shoppers to dig deep for the collections.

He has been living with owner Susan since he was just eight weeks old and shares his Colne Bridge home with fellow Leonberger Bumble, a border collie and an 11-year-old rescued mongrel.

When he is not melting hearts in store, Otto acts as a Pets As Therapy (PAT) pet therapy dog for the elderly.

PAT is a charity that arranges for animals to visit residential homes on a regular basis.

Otto is already a prize-winning pooch, having entered in numerous competitions with his owner.

His latest win of second place in the veteran class at the Blackpool Championship Dog Show saw him automatically qualify for next year’s prestigious Crufts contest.

Colin Meah, store manager of the Market Street supermarket, said: “We’re delighted Otto will be going to Crufts next March to represent his breed.”

Leonbergers originated in Germany in the 1800s as a cross between a Newfoundland, Pyrenean Mountain Dog and a St Bernard.

The name derives from the city of Leonberg as the dog was seen to mimic the lion in the town crest.

They were officially recognised as an established breed in 1846.