Heifer International is a non-profit organization whose goal is to help end world hunger and poverty through self-reliance and sustainability. Around for more than 60 years with projects in more than 55 countries, Heifer International’s awareness in the United States was low. Building top-of-mind awareness, explaining Heifer’s mission, and increasing revenue were mandates.
LMCA focused on leveraging the exceptional integrity of Heifer International and the uniqueness — the surprise value — of affiliation with this organization. A new eye-catching logo “Heifer Hope” was created for the licensing program. LMCA’s model was to create relationships with key licensees who made significant advertising commitments to the Heifer Hope program.
Through research, LMCA identified key launch categories — and licensee partners in each — that naturally fit the Heifer International brand, mission and expertise.
After the launch of a Heifer International cultural music CD, exclusively with Target, and a set of reusable grocery bags sold at specialty stores, Heifer’s awareness level has clearly advanced in the US.