MUTTNATION FOUNDATION, LLC

For the past several years, Shopkeeper and MuttNation Foundation have engaged REACH to produce its activations during Nashville’s annual CMA Fest.  In 2019, those engagements included a 40x60 adoption footprint inside CMA’s Fan Fair X exhibit as well as the 2nd ever MuttNation March.   

Inside Fan Fair X, patrons can wander through the convention hall and peruse a variety of booths and sponsor footprints.   REACH created a back-yard chic footprint complete with AstroTurf and white picket fence.  The main focal point, however, was the 35-foot long pink MuttNation mobile which travels across the country for various adoption events and natural disaster relief efforts.   Inside the footprint, guests could connect with the brand by purchasing limited edition MuttNation t-shirts, dog toys & leashes and meeting Miranda Lambert’s mom Bev - the President of MuttNation.   The main event was the daily Pet Adoption!   Every day from 12-3, guests would be able to meet and visit with 12-15 adoptable dogs, brought in by Nashville Humane Association, MuttNation’s local partner.   Each “mutt” was named by Miranda herself and shared a common Country Music theme.

As kick-off to CMA Fest, REACH produced the MuttNation March!   Participants could register to march by themselves or with their own mutt across the Nashville Pedestrian Bridge with Miranda Lambert herself.   Each participant received a race t-shirt and arrived early to line up at Nissan Stadium. After crossing the Finish Line, guests and their pups could relax and celebrate in Walk of Fame park with games, complimentary water, snacks and listen as Miranda thanked the crowd of participants from the stage.

Both events combined lead to a very successful event and delivered large amounts of free press.   In 2019, close to 1000 marchers participated in the MuttNation march and 60 dogs found their forever homes!