Go Green - Brand marketing

Can you grow kidney beans in Sweden? Of course you can

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If we can grow beans in Sweden instead of importing it, then we must try to do it. Together with Lantmännen GoGreen have grown beans in sunny Öland outside Swedens east coast. In the calcareous soil they grow at their own pace, with a lot of love and caring from the farmers.

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Challenges

To create awareness about the product but at the same time tell the story. We needed to find the right farmer in the right location to tell this amazing story. GoGreen is the product and Lantmännen is the endorser brand that supports the product brand with values, innovation and sustainability.

To create fast awareness and to connect GoGreen with the mother brand Lantmännen we knew we needed to use channels to reach a lot of people. The choice became making a TV commercial, digital communication and ads.

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Scope:

Print ads

TV-commercial

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My role:

During my summer holiday in 2017 I got a call from the Corporate Director of Communication at Lantmännen. She asked me to step in as a project manager to lead the work with creating a TV commercial for GoGreen and Lantmännen. She knows me and I am a real champion for this brand. To work for Swedish farmers is something i do with pride. I went to Öland, did some scouting to find the right farmer and location. After that the agency started to work on the storyboard. My job was to make sure that the story was told in a way that aligned with the brand strategy. After being a key person in building the Lantmännen brand for 4 years i knew every detail in the strategy that needed to be told. I was leading the project from start to finish. Thank you Per Olsson, the farmer at Alvlösa gård in Öland and thank you Lantmännen for putting your trust in me once again.

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Team:

Project manager: Anneli Hansson

Advertising agency: NORD DDB

Client: Lantmännen

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