Our Work

Planting Seeds of Hope for Small Businesses

Lipton is a brand that takes its societal responsibilities seriously. They also recognize that small businesses help bind New Heartland communities together.

When COVID-19 shut down businesses across the country, independently-owned restaurants and small food-related businesses were among the hardest hit. The situation was compounded in rural Texas, where devastating winter storms and natural disasters left communities reeling.

In order to aid these small businesses, Lipton retained NHG to create the partnership with Rural LISC, part of the country’s largest community development organization, to create Heartland Hope – a grant program designed to aid in covering short-term needs like rent, utilities, payroll, and storm-related repairs.

NHG leveraged our proprietary behavioral and demographic data in deciding how best to allocate $400,000 in grants. Targeting rural communities with populations under 50,000, we developed a strategy that garnered hundreds of applications from worthy candidates.

The result was a total of 62 grants awarded, with vast media coverage of both the campaign and the winners.

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