Eating like a bird to build a premium brand

Stanford Seed Company came to The Anderson Group to grow its relatively new and unknown regional bird food brand. Having only a lean marketing budget to work with, we positioned Lyric as "the leader at the feeder" and, over the next three years, helped build a solid line of branded products and support materials that resonated with birding enthusiasts.

Four years later, Lebanon Seaboard acquired the brand and gave Lyric the ultimatum to grow the business beyond niche enthusiasts or be eliminated. To meet the challenge, we developed turn-key certified dealer programs supported by national marketing programs.

Business impact
Our strategic solutions propelled Lyric's premium brand into a national leader with a dramatic sales increase in just a few short years. Today, Lyric is still a leading brand with American consumers, who annually spend $3.1 billon on bird seed and $732 million on bird feeders, bird baths and nest boxes.