The Idea

The Federation of Swedish Farmers – LRF – is a member organization for Sweden’s green industry, representing 120,000 farmers.

To highlight their vital role in society, we created the concept “From Sweden, for Sweden.” The aim of the first campaign was to highlight Swedish-produced food and why it’s worth paying a little extra for.

As voices were raised to strengthen Sweden’s defense in a post-pandemic, war-affected Europe, we added our own perspective – highlighting one of the most essential defenses: our food. 

In a nationwide campaign, we portrayed farmers as national heroes, spreading our message from major cities to rural areas, on bus stops, buildings and newspapers – and even the farmers’ own fields.