In the early 2020s, Lantmännen faced the challenge of staying relevant and valuable to Swedish farmers and society. As public expectations for meaningfulness and trust in brands grew, Lantmännen embarked on a new brand journey to be seen as modern and forward-thinking.
Together, we developed the concept "Long live the earth," focusing on soil as the core resource, expressing their commitment to keeping it fertile for future generations. The first campaign cleverly referenced the then current space race, shifting our focus back to Earth.
Launched in September 2021, we created a visionary look and feel and communicated around these issues in an iconic way. Following global events in 2022, the concept made room for Lantmännen to emphasize local resilience and self-sufficiency as well, focusing on the journey of a seed from soil to harvest.
These efforts led Lantmännen to top Lynxeye's ranking of Sweden's most meaningful brands in 2022. The communication strategy strengthened key brand metrics, enhancing trust and positive attitudes towards Lantmännen.
The campaigns exceeded industry benchmarks in observation, sender identification, message understanding, and liking, contributing to long-term brand growth. A true fit to how the times had changed.