The Grumme brand has strong bonds to Sweden and Swedish nature. In the new commercials we flirt with the classic Grumme-commercial “Grumme-island”, that used to run on TV in the 90’s and was widely appreciated. We have recycled the music theme, “Morning mood” by Edward Grieg, the voice-over is a young girl, just like in “Grumme-island” and we are in the Swedish nature, but in a new perspective. The message is that we are all part of a larger cycle. The new commercials are a journey between the big and the small, the epic and the everyday – because all the small decisions we make in everyday life, how trivial they may feel, can contribute to a better environment.