A Story of Happy Pigs
Scan is Sweden’s leading meat supplier – a position they have held for generations. With a strong commitment to local meat, animal care, craftsmanship, and knowledge, they proudly continue this tradition into the future.

One of Scan’s pioneering farmers is Anders Gunnarsson. He is genuinely passionate about keeping his pigs happy and healthy. On his farm, “Halla Gård”, pigs get to spend their days outdoors, roaming, foraging, and socialising. They thrive on a menu made of what the forests and fields around the farm provide, combined with crops that are exclusively grown on the farm. The pigs’ waste is used as manure and for producing energy. This represents the future of circular farming, with animals that are healthier, happier, and simply more delicious – leaving minimal impact on the environment.

Upon hearing about Anders and Halla Gård, we realized his farm could be a catalyst for our design. We decided to travel there – and had the opportunity to experience his true passion and inspiring ambition, as well as his happy pigs. Naturally, we wanted to incorporate his narrative into the packaging.

The target group we aimed to reach is knowledgeable and sustainability-conscious. We saw tremendous potential to disrupt the category and to tell the story of farmer Anders and his joyful pigs. Therefore, we presented authentic photos with natural images of the farm and the pigs – juxtaposed with the meat. With this somewhat unexpected approach, we welcome complete transparency to the category, inviting consumers to experience the farm from where the meat comes. Along with educational details about Anders’ farming principles, written with a personal touch, consumers not only see but also understand the quality and authenticity of the meat.

There’s no doubt the design stands out on the shelves with its happy pigs next to the meat – it’s disruptive, beautiful, and informative – all at the same time.