Table 1 The two analysed labelling...

Table 1

The two analysed labelling campaigns for Finnish products and services

	Association for Finnish work [Suomalaisen työn liitto]	Association for Finnish food information; Finfood [Ruokatieto Yhdistys ry]
Scope and origin of labelling	Products and sevices (also design) Key Flag label was established in the 60s by Association for Finnish Work to promote products and services of Finnish origin	Food products (packaged) Established in 1993 to reinforce the image of Finnish food and communicate the Finnish origin of food produce to consumers
Labels (included in the campaign)	Existing lables in the campaign: Key Flag, Design from Finland, Produce of Finland^* The umbrella label of the campaign: Blue-White Footprint	Produce of Finland [Hyvää Suomesta]
Campaign	Blue-White Footprint (2014–2016)	Produce of Finland [Hyvää Suomesta]
Main message/argument	Promotes societally conscientious consumption in terms of domestic labor Postulates that buying Finnish products and services creates jobs in Finland, hence being sustainable in terms of the country's social and economic development	“Labeled product & conscious consumer” Promotes Finnish food in the name of its social, economic, and environmental sustainability

	Association for Finnish work [Suomalaisen työn liitto]	Association for Finnish food information; Finfood [Ruokatieto Yhdistys ry]
Scope and origin of labelling	Products and sevices (also design)Key Flag label was established in the 60s by Association for Finnish Work to promote products and services of Finnish origin	Food products (packaged)Established in 1993 to reinforce the image of Finnish food and communicate the Finnish origin of food produce to consumers
Labels (included in the campaign)	Existing lables in the campaign: Key Flag, Design from Finland, Produce of Finland^*The umbrella label of the campaign: Blue-White Footprint	Produce of Finland [Hyvää Suomesta]
Campaign	Blue-White Footprint (2014–2016)	Produce of Finland [Hyvää Suomesta]
Main message/argument	Promotes societally conscientious consumption in terms of domestic laborPostulates that buying Finnish products and services creates jobs in Finland, hence being sustainable in terms of the country's social and economic development	“Labeled product & conscious consumer”Promotes Finnish food in the name of its social, economic, and environmental sustainability

Note(s): *The Association for Finnish Work runs the labels Key Flag and Design from Finland, and also owns the Blue-White Footprint campaign. Produce of Finland, though associated with the BW campaign, has its own background organization and brand, and is thus covered separately in the empirical analysis

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