The Guarantor – The common link in our communications

Our basic brand strategy is to show in all channels that Lantmännen is behind and supports our brands - as a guarantor.

The Guarantor is an overall graphic element in our marketing communication. It is creating a connection between a product brand and Lantmännen. The Guarantor should feature on all consumer packagings, in all communication based on the concept “Good Food” and on products aimed at consumers. It can also be used for non-food products in a modified form.

The detailed design and message of the Guarantor vary depending on the message bearer and communicator.  To ensure the Guarantor does its strategic job, it should be planned into every design from the start and must not be added later as an additional design element.