Valio's core value is Responsibility for well-being and it guides marketing communications. It means that we follow the international rules and guidelines published by the Association of Finnish Advertisers.
In addition, Valio has set down four ethical guidelines to be applied in advertising in particular:
1) Principle of truth
2) Principle of equality
3) Principle of proper behaviour
4) Principle of safety
Media and advertising agencies
Product-centred brand advertising is Valio's primary policy and the main media channels are television and magazines.
To support marketing communications, we put together product and nutrition brochures, recipe leaflets and cookbooks in Finnish. Our very own media, the milk carton, also deserves a mention; distributed to a million homes, it reaches Finns in the right place at the right time, at mealtimes.
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