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Vicki Smith-Payne, 21, left her home in Trinity Gardens, Thornton, on New Year's Eve to visit Cleveleys promenade for a walk with her dog Bruno, a five-year-old Labrador.

But while throwing his ball for him on a relatively clear promenade, he ran out of sight.

A boy approached Vicki, who is a business management apprentice at the BBC, and asked if she owned a Labrador as one had become distressed further up the prom.

Vicki Smith-Payne pictured with pet Labrador Bruno, who got trapped under a rock on Cleveleys promenade on New Year's Eve.

Bruno had become stuck in a gap under a large rock on the beach opposite JD Gym trying to retrieve his ball, and could not get himself out.

Vicki said: "I was throwing Bruno's ball on the prom, and he went out of sight. Then I heard this horrific shrieking.

"It was a horrendous noise, so I looked and saw it was Bruno. It was like he was having a fit.

"I tried to stop him from moving, some other people gathered too and a man came over to try to help.

Firefighters managed to pull Bruno to safety after he got caught under a rock on Clevleeys promenade on New Year's Eve.

"I was in so much shock, I just didn't know what to do, we couldn't get him out of the gap."

One of the families who stepped in to help Vicki called Lancashire Fire and Rescue, who arrived at the scene within ten minutes.

Vicki continued: "Three firefighters came and tried to free him, but his head was in a really narrow gap.

"Two of them grabbed his body and managed to pull him free. He'd been stuck for around half an hour altogether.

Vicki Smith-Payne next to the rocks Labrador Bruno got stuck under on Cleveleys beach.

"He was absolutely fine after, it was as if nothing had happened.

"I've walked Bruno on the prom since he was a puppy, and nothing like this has ever happened before.

"I'm so grateful to everyone who stopped to help me, and to the fire service for safely getting him out."

A spokesman for Lancashire Fire and Rescue said: "One fire engine from Fleetwood station was deployed to Cleveleys promenade, and the crew used ropes to free the dog whose head was caught between two rocks.

"Our advice for dog owners who find themselves in a similar situation is to call the RSPCA for assistance, who will call on the Fire Service for further help if needed."

Wyre Council was also contacted for comment.

Dog owner's thanks to Lancashire Fire and Rescue after rescuing trapped Labrador in Cleveleys