Brand Tracker

Welcome to the automated Brand Tracker diaries.

New Zealand

Asparagus launches its own election campaign

Brand: NZ Vegetable Council

Campaign: Two ticks for asparagus

Source: https://stoppress.co.nz/campaigns/asparagus-launches-its-own-election-campaign/

Goal: Encourage more New Zealanders to eat asparagus this spring

Claim: No spin, just spears

Media: Billboards, letterbox flyers, social media

Summary: The NZ Vegetable Council and The Media Lab have launched a tongue-in-cheek election campaign titled 'Two ticks for asparagus' to encourage New Zealanders to eat more asparagus. Featuring a fictional candidate named Hugh Greenspear, the campaign uses familiar election themes to promote asparagus as a seasonal food option and aims to engage shoppers to support local produce during the asparagus season peak in October.

Sweden

TCO launches full-page ad ahead of the 2026 parliamentary election

Brand: TCO

Campaign: Jobs First

Source: https://www.resume.se/marknadsforing/kampanj/de-gor-valrorelsens-trakigaste-annons/

Goal: To prioritize job creation and support for the unemployed in the upcoming election.

Claim: The dullest ad of the election campaign.

Media: Dagens Nyheter, Göteborgs-Posten, Sydsvenskan

Summary: TCO, representing twelve trade unions and 1.2 million members, has launched a full-page ad in Sweden's largest newspapers as part of their election campaign 'Jobs First'. The ad is styled as a regulatory letter to the Employment Service, addressing the pressing job market issues where many unemployed have been out of work for over a year while shortages exist in various professions. TCO emphasizes the need for politicians to prioritize job creation.

election campaign job creation unemployment

Sweden

Wermlands Mejeri Launches Election Campaign for the Countryside

Brand: Wermlands Mejeri

Campaign: Election Campaign for the Countryside

Source: https://www.resume.se/marknadsforing/kampanj/ta-stallning-i-mejerivalet-blatt-rott-eller-gront/

Goal: To highlight the importance of rural issues in the election

Claim: Choose Värmland

Media: Milk packages, public advertisements

Summary: Wermlands Mejeri has launched its own election campaign focused on rural voters, in collaboration with agency Bulldozer. The campaign aims to create a light-hearted atmosphere amidst serious political messages, encouraging pride in rural life. The election manifesto is featured on milk packages, emphasizing the importance of the elections for the countryside.

election campaign local pride rural issues

Sweden

Font Expert on Fjällräven’s SD Dispute: “Difficult to Assert Exclusivity”

Brand: Fjällräven

Campaign: null

Source: https://www.resume.se/marknadsforing/design/typsnittsexperten-om-fjallravens-sd-brak-svart-att-havda-ensamratt/

Goal: Protect its brand identity through legal action

Summary: Fjällräven is considering legal action against the Sweden Democrats for copyright infringement related to the font used on their election posters. Experts suggest that Fjällräven may struggle to prove their claim, as their own font is based on a classic from the 1970s.

Brand Protection Copyright election campaign

Sweden

Joakim Wallerstein on the Sweden Democrats’ Election Strategy

Brand: Sverigedemokraterna

Campaign: Election Strategy

Source: https://www.resume.se/marknadsforing/strategi/100-miljoner-i-budget-och-ny-maskot-har-ar-sds-strategi-i-valspurten/

Goal: Convert attention into votes

Claim: Sweden shall become Sweden again

Media: Election posters

Summary: According to Joakim Wallerstein, the communications chief of the Sweden Democrats (SD), the party's campaign is aimed at everyone as they enter the final month before elections. Wallerstein is convinced that increased attention will translate into votes, stressing that every second someone pays attention to them over other parties is a victory. The party's election posters, presented shortly after Midsummer, reflect a nostalgic message.

election campaign politics Sverigedemokraterna

Sweden

Moderate Youth League criticizes Social Democrats in election campaign

Brand: Moderate Youth League (MUF)

Campaign: Protest against Socialdemokraterna

Source: https://www.resume.se/marknadsforing/kampanj/muf-kuppade-utanfor-sveavagen-68-planterade-straffrabatt/

Goal: Criticize Socialdemokraterna's policies

Claim: A betrayal of all crime victims

Summary: The Moderate Youth League in Stockholm launched a protest campaign during the 2026 election season by planting dead roses outside the headquarters of the Social Democrats. This act was aimed at criticizing Socialdemokraterna's expected vote against the Moderates' proposal to eliminate discounts in criminal law, which they argue favors perpetrators over victims.

election campaign political protest Sweden