Brand Extension
Strategists
Case Study
Sustainable Brand Expansion for Heifer International

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.

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Superior Strategy

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.

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Smart Ideas

Through research, LMCA identified key launch categories — and licensee partners in each — that naturally fit the Heifer International brand, mission and expertise.

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Unparalleled Results

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.

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