Because despite a name that promises good fortune, luck has so far failed to shine on Lucky, who has been repeatedly overlooked by potential adopters despite winning hearts wherever he goes.

Could a new name bring Lucky more luck? (Image: Supplied)

While other dogs have found homes, Lucky has been passed over time and again, even after doing everything right, from greeting visitors with enthusiasm to charming crowds at community events.

Lucky is currently being cared for by Safe Rescue for Dogs, where staff say he is one of the "friendliest and most loving" dogs in their care.

Kelly Hare, a spokeswoman for the Great Yarmouth-based rescue, said Lucky’s story had left staff scratching their heads.

Lucky by name but not by nature (Image: Supplied)

She said: “He’s one of those dogs everyone falls in love with when they meet him. He’s big, cuddly, affectionate and just wants to be around people and please everyone he meets, but for some reason, his luck just hasn’t turned yet.”

Despite several viewings, Lucky has seen other dogs chosen ahead of him. One couple even offered him a home before later returning him, having decided they were not ready for a dog, though they described Lucky as “amazing” and “perfect”.

He has also attended a coffee morning in the hope of meeting potential adopters, where staff said he tried his best to go home with someone, but once again, his luck ran out.

Ms Hare said the rescue had joked about the name Lucky being “jinxed” and is now inviting readers to help choose a new one in the hope it will help bring Lucky a loving home.

Luck has so far failed to shine on Lucky (Image: Supplied)

She added: “We thought it might be fun to see if a new name brings a change in fortune. So we’re asking readers to get involved and suggest what we should call him next.”

“Of course,” she added, “if someone wants to adopt him and keep the name Lucky, we’d be more than happy with that too.”

The rescue is now appealing to readers to help turn Lucky’s fortunes around by suggesting a new name, sharing his story, or ideally by offering him the forever home he has been waiting for.

© Eastern Daily Press