With the ambition to get people to choose Löfbergs plus to contribute positively, we created a communication concept based on finding energy and motivation in all of us to get up and do what we believe in, get excited about and love – making Löfbergs coffee the equivalent to finding motivation every day. In order to drink a coffee with high sustainability ambitions as well as living a more satisfying life. Without any other influencing factors, the communication concept has led to Löfberg going from fourth place to first place in the category and is now Sweden's best-selling coffee. Live from 2020 and onwards. Awarded for creativity, effectiveness and strategy.