Staying Relevant in a Fast-Changing World

‍How do you connect a traditional agricultural brand with a generation that grew up in a digital, fast-changing world? Lantmännen wanted to find new ways to engage young adults and ensure the brand remains relevant for the future.‍

Listening to Young Voices, Online and Offline

We invited young people into open conversations about their lives, values, and views on Lantmännen. Through focus groups — both in-person and online — we captured raw, honest voices and explored how they relate to food, farming, and the role of big brands. Talking directly to this age group was not only insightful, but also refreshing and inspiring.‍

Insights That Redefined Communication Strategy

The findings became a cornerstone in Lantmännen’s communication strategy, shaping both the stories they tell and the channels they use to reach young people.

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