How Lantmännen successfully reaches employees and customers using PLAYipp

Internal communication with screens and local editors

How do you ensure effective internal communication in a large organization with employees spread across factories, offices, and stores in multiple countries, many of whom lack daily access to the intranet?

Lantmännen faced this exact challenge. Today, they’ve found a solution that works. Leveraging digital screens, PLAYipp, engaged local editors, and a smart approach to content and responsibility.

Different needs, one solution

As a large, decentralized organization with diverse operations, Lantmännen naturally has varying needs. Each unit decides whether to implement information screens.

“We offer a centralized solution for information screens, enabling quick setup, training, access to shared content, templates, and support. Since switching to PLAYipp last year, the number of screens in our organization has grown rapidly.”
— Nina Martelleur, Intranet Manager at Lantmännen

After testing various options, Lantmännen chose PLAYipp, following a recommendation from an existing customer. The implementation proceeded smoothly, without the need for external assistance, thanks to collaboration between Lantmännen’s IT and communication departments and PLAYipp’s support.

Right content in the right place

Lantmännen employs a decentralized approach. Each organization and location has local editors responsible for their screens’ content, supported centrally in both technical and content aspects.

“We produce content relevant to all of Lantmännen, which we can easily distribute to all our screens centrally. Each company’s communication manager can also disseminate information to all their screens from one place. PLAYipp simplifies controlling who can publish what and where. For instance, a local editor can publish specific information on a particular screen only.”
— Nina Martelleur

Screens where they’re needed most

Information screens are placed in high-traffic areas: cafeterias, entrances, stores, and staff rooms. In many production facilities where employees lack computer access, screens are crucial for disseminating important information.

“We’ve observed a significant need for screens at our facilities—like Cerealia, Unibake, and Lantmännen Maskin. There, we reach employees who might otherwise be left out.” – Nina

It’s not just about news or campaigns. Several facilities use screens to display real-time production data, such as harvest or deliveries, providing employees with a clearer picture of operations without needing to log into a computer.

“We also have stores selling large machines and spare parts equipped with store TVs. Thus, screens serve as an effective channel to quickly disseminate marketing communication to multiple stores simultaneously.” – Nina

Dynamic and relevant content without extra work

A key success factor for Lantmännen is keeping screen content dynamic. They utilize automated feeds from the intranet, Power BI, and Instagram, ensuring screens are always updated without daily manual publishing.

“We ease the workload for our intranet editors, who only need to publish a message on the intranet and then choose to push it to their screens. They don’t need to go through PLAYipp to disseminate the information. We aim to make it easier for PLAYipp editors to keep content current and engaging, hence our focus on automated flows.” – Nina

User-friendly interface = More users

Another reason for the project’s success is the tool’s ease of use. Local content publishers have access to ready-made templates, clear instructions, and central support if issues arise.

“Those adopting this solution are positive and find it easy to get started and learn. This is thanks to the solution’s user-friendliness, where editors have access only to their local content.” – Nina

All training materials, recorded walkthroughs, and instructions are consolidated in a central knowledge base on the intranet, searchable by keywords like “PLAYipp” or “TV,” enabling new editors to get up to speed quickly.

“This has saved me a lot of time. I can refer to the page when someone wants to start with screens, and we avoid conducting new training sessions each time a new editor joins.” – Nina

Design that unifies everything

Despite content being created by many individuals, the communication feels cohesive. This is because Lantmännen has developed templates incorporating the company’s fonts, colors, and image formats.

Templates are categorized by content type, such as calendar events, health and safety, and celebrations, making it easier for editors to select the appropriate template and maintain consistency.

Some subsidiaries have their own graphic profiles, and multiple graphic systems can coexist within the same solution, which has been highly beneficial.