Instead of treating every campaign as a separate event, Lantmännen and Nepa looked at what the communication was building over time.
THE OVERVIEW
Lantmännen
CLIENT
Lantmännen
Lantmännen
Year
1905
1905
Industry
Agriculture
Agriculture
SOLUTIONS
Brand Tracking
Advertising Equity
Brand Tracking
Advertising Equity
Lantmännen is a Swedish agricultural cooperative owned by thousands of farmers. The company operates across agriculture, machinery, bioenergy and food production. Its well-known brands include AXA, Kungsörnen, GoGreen and Finn Crisp. With farming at its core, Lantmännen controls much of the value chain from field to finished product. Its ambition is to lead the transition toward more sustainable and profitable agriculture.
THE CHALLENGE
Most brands know how a campaign performed.
They can measure reach, recall, liking, attention, sender recall and short-term response. But one of the most important questions is harder to answer:
Did this campaign make people more or less willing to listen to us next time?
That question sits at the heart of advertising equity: the accumulated value a brand’s advertising builds in people’s minds over time.
For Lantmännen, this was not a theoretical question. The brand had spent years building a distinctive and consistent communication platform, with high ambitions for quality, relevance and emotional value. The challenge was to understand whether that work had created something bigger than individual campaign effects: a communication asset that could strengthen the brand and make future media investments work harder.
Together with Nepa, Lantmännen started measuring advertising equity as part of its long-term brand tracking, turning a creative ambition into something that could be followed, managed and developed over time.
The starting point
Lantmännen’s brand journey started long before advertising equity became a KPI in their tracking. Around 2010, the brand began working deliberately, consistently and long-term with advertising that aimed to be worth people’s attention.
The work was rooted in a clear creative world: a modern way of showing farming, food and the role Lantmännen plays in society. Rather than relying on traditional category clichés, the communication set out to make agriculture feel relevant, contemporary and emotionally engaging.
When the concept of advertising equity was introduced, Lantmännen saw an opportunity to understand the long-term value of the communication they had already built. Together with Nepa, they carried out a baseline study to see how Lantmännen stood in relation to advertising equity.
The result was clear: the long-term work had already helped Lantmännen build strong advertising equity.
About advertising equity
What advertising equity measures
Advertising equity measures the value advertising builds over time from the consumer’s perspective.
It is not about whether people liked one campaign. It is not only about whether they remembered seeing an ad. It is about whether the brand’s advertising history has created a positive expectation: whether people generally experience the brand’s advertising as interesting, worth paying attention to and rewarding to take part in.
In Nepa’s Advertising Equity 2026 report, advertising equity is described as the cumulative value of a brand’s advertising from the consumer’s perspective. It complements tactical campaign measurement by showing whether advertising is building value beyond a single execution.
The measure is based on three statements
Interest
This brand usually makes interesting advertising.
Worth attention
This brand usually makes advertising that is worth paying attention to.
Rewarding
This brand usually makes advertising that is rewarding to take part in.
Together, these statements form a robust measure of the perceived value of a brand’s advertising over time.
For Lantmännen, the value of the measure was that it could be added to the brand tracker and followed continuously. After the baseline measurement, Lantmännen set an index value of 100 as the starting point and began using advertising equity as a way to understand whether the brand was protecting and developing the communication asset it had built.
The Approach
The work combined three perspectives.
1. Measure advertising as an accumulated asset.
Instead of treating every campaign as a separate event, Lantmännen and Nepa looked at what the communication was building over time.
Advertising equity made it possible to ask whether the brand’s campaigns were adding to a stronger long-term communication asset, or whether each campaign was effectively starting from zero.
2. Read the result alongside brand development
Advertising equity was not used in isolation. It was read together with broader brand metrics to understand how the communication was connected to Lantmännen’s overall brand position.
The work showed a strong relationship between advertising equity and brand development. Positive attitude towards the brand had grown from 54% at the starting point in 2011 to 86% today.
3. Connect creative consistency to media effectiveness
One of the most important questions was whether strong advertising equity could make paid media work harder. Lantmännen saw campaign observations grow gradually over time, despite annual media investments remaining constant. That made advertising equity more than a brand metric. It became a way to understand how long-term creative value could create a stronger starting point for future campaigns.
THE RESULT
Lantmännen’s work shows how advertising equity can turn long-term creative consistency into a measurable business-relevant asset.
After the renewed communication platform launched in 2021, Lantmännen saw advertising equity grow by 25%.
The brand also saw a strong relationship between advertising equity and the effect of its media investments. Campaign observations increased over time, even though annual media investment remained constant.
For Lantmännen, this supported the idea that advertising equity can act as a lever for media effectiveness: when people have learned that a brand’s advertising is worth paying attention to, future campaigns do not have to work as hard to earn attention.
In Nepa’s Advertising Equity 2026 benchmark, Lantmännen also appears among the top 30 brands measured in Sweden, with an advertising equity index of 107.
About the Advertising Equity 2026 report
Nepa’s Advertising Equity 2026 report measures the value of advertising in the minds of consumers. The study is based on 2,226 people in Sweden aged 16–64 and covers 95 major brands across a broad set of categories. The report shows how advertising equity differs between brands and categories, how to interpret a brand’s position and why advertising should be managed as a long-term asset rather than only as campaign output.
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