Second Harvest Heartland | MHH

It’s the largest and most innovative hunger-relief organization in the Midwest – but the public was uncertain of Second Harvest Heartland’s (SHH) role in helping to feed hungry Minnesotans. In 2016, the organization engaged Bellmont Partners to change that with a comprehensive public awareness campaign, including brand strategy, messaging, collaborative story-mining sessions, communications and social media strategy, and ongoing media relations, influencer outreach and strategic consulting.

Bellmont Partners has continued to work with SHH on everything from new initiatives, a CEO transition, the opening of its new headquarters and critical programs developed during the pandemic, and conducting proactive and targeted media relations with print, broadcast and digital outlets to keep SHH in the news and engaging with key stakeholders.

Most recently, we worked with SHH on its Make Hunger History initiative to cut hunger in half for all Minnesotans by 2030. Through strategic outreach leading up to the initiative’s unveiling press event, we worked to elevate SHH’s position, tell the stories of Minnesotans facing hunger amidst the end of the pandemic emergency food response, and highlight the bold solutions and efforts needed to achieve this moonshot goal, resulting in more than 160 stories and a potential audience of more than 335 million.

Public Awareness Campaign

Developed and launched a public awareness campaign based on strategic analysis and prioritization, key message development and creative design, keeping Second Harvest Heartland top of mind in the media with timely news hooks.

Media Buying

Created advertising creative and coordinated with media-buying partner to execute a public awareness ad campaign in Twin Cities metro and Greater Minnesota.

Integrated Communications

Conceptualized, designed, implemented and promoted multiple integrated campaigns to raise awareness of and funds for hunger in our community.