When Petmate teamed up with Miranda Lambert to develop the MuttNation Fueled by Miranda Lambert collection, the agency executed a plan of action that began with the debut at Global Pet Expo and surged with the announcement of the retail launch.  The initial announcement generated the kind of buzz that helps build a brand including high profile placements in RollingStone.com, UsWeekly, People, Billboard, Inquisitr and more generating more than 214 million impressions in just one week.

 

As the retail launch date approached, the agency secured a story in Good Housekeeping  featuring an interview with Miranda and her thoughts on the importance of caring for shelter pets and her commitment to building awareness through the new product line.