"The Laughing Cow's face was brought to life by an encounter between master illustrator Benjamin Rabier, and image genius Léon Bel. In 1917, Léon Bel was called up for service in World War I. A drawing contest was launched to outfit each army unit with an emblem that would be featured on their trucks. For the B70 Fresh Meat Supplies division, to which Léon Bel belonged, the emblem was a hilarious cow captioned with "La Wachkyrie" a twist on the Valkyrie so dear to the enemy. And an icon was born."
Excerpt from the book C’est une vache, elle rit... by Gilles de Bure.