TV – Advertising and Sponsorship


TV advertising for the product brand

All television commercials for product brands in foods area should wear an animatedGuarantorDetailed examples can be found if you click in the left menu.

At all appearances in TV of a product brand from the food sector, the Guarantor with the text "Good food from Lantmännen" should be included. 

It's the same Directive, regardless of whether it is advertising or sponsorship. 

You as the buyer of campaigns and ads always have a responsibility to ensure that the Guarantor is used correctly according to the manual. 

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The Guarantor shall be included in the planning of the product brand advertising. The location is fixed and requires that the content is planned and placed with it in mind.



A placement for all occasions

The last part of the film (the last image) is to be built up based on the placement of the Guarantor so that no disturbing element is adjacent to or behind the placement. There must not be any ambiguities surrounding who is the sender .

Guarantor will be on for 3 seconds

For best effect, the Guarantor should be on the at least 3 seconds in the final stages of commercials or sponsorships.

Size and placement

Depending on the advertising film's aspect ratio may Guarantor size differ to look as good as possible. 
• The width of the Guarantor must cover 1/4 of the image format's overall width. 
• Placement of the Guarantor is in the lower left corner of the surface. Distance to bottom should be the height of the green flag in the Guarantor.


In every case, the fixed location of the Guarantor must be use and the planning of the TV commercials must be made with that in mind. 

Make sure that the Guarantor is not perceived as a sender.

Animated Garant

The Guarantor can be used as a static part of the final image, or be animated into it. The Guarantor shall not fade in or be pasted into the picture. 

Output Mode is that the focus is on the sender, if it is a package or a logo. On occasions when the final image is on a longer time, the animated Guarantor should be selected for the final stage. 

Contact for questions.



The Group as a Communicator

On occasions when Lantmännen as a group is the communicator, the guarantor is used as communicator instead of the group logotype: 

- Placement in the lower right corner 

- Size is not smaller than 1/3 of the surface width.

Generic and general recommendations

  • If you choose to show / film the brand's product packaging, the Guarantor shall always be clearly visible on the package for greater recognition and power.  
  • Pick up the message as early as possible for the product brand and the Guarantor, as we have so little time in these contexts. 
    Often, the message comes in late in the sequences.