A variety of marketing communication tools offer producers a wide range of opportunities to build relationships with a consumer. Due to the format restrictions sustainability advertising often is not able provide comprehensive information about the product. Nevertheless, it serves as a link to more substantial sources of information (e.g. a company’s web page) where consumer can find more data on environmental and social aspects of the product. This link enables further development of the communication process between the company and the consumer. So, under favorable conditions and linked to a competent communication strategy it can be transformed into long lasting mutually beneficial relationships between the two.