Waggin’ Train
Rebuilding a brand with its tail between its legs.
After a public product recall, Waggin’ Train needed more than a relaunch — it needed redemption. We crafted a smart, digital-led comeback that rebuilt trust one post, one pup, and one review at a time.
We developed a fresh, friendly brand voice that stood out in the category and rallied supporters. We managed detractors on social, launched a successful sampling program, and collected thousands of positive reviews from real dog lovers. With a steady stream of fun, informative content, the brand went from controversy to community — and proved that every dog (and brand) deserves a second chance.
Holidays are special a special time for the whole family, including our pets. So, one Thanksgiving, we turned turkey day into Jerky Day and encouraged pet parents to show some extra love to their fur babies.
Our knowledge of the brand was so deep that Leo Burnett partnered with us to create the next TV spot. Our concept, Savor Simple, won testing and made it onto the small screen.