Let’s take responsibility. Together.
Lantmännen take responsibility thought the whole chain from land to hand, and stand behind some of Sweden’s most well known and popular product brands such as AXA, Korvbrödsbagarn, Kungsörnen and GoGreen. Swedish consumers place great confidence in Lantmännen as an environmentally aware and responsible food producer, not least because of their authentic connection to the circa 30.000 Swedish farmers who own the company.
However, the connection between Lantmännen and the individual product brands is not always self-evident or obvious to the consumer. The value of the green sprout on Lantmännen’s packaging needed to become an even clearer symbol for the consumer, so that more people choose Lantmännen’s product brands in stores.
The challenge to intertwine responsibility, the owners and the product brands visually into a TVC was based in the realization that Swedes see the farmer as the ultimate symbol of authenticity and heritage, and as a guarantee of responsibly produced food. The solution was therefore to create an emotional bridge between the everyday life of the farmer on his farm and the everyday life of groceries that we can all recognize.