Cecilia Sajland, marketing manager for Kalles, said, “We wanted to show other nationalities’ incomprehension when it comes to very Swedish tastes like Kalles,” adding, “We wanted Swedes to feel unique and proud of the brand and the taste.”
“Scandinavian food traditionally has a lot of pickling, curing, salting,” he added. “This is salted cream cod roe, it just ticks all the boxes for us.”
—Danny Hakim writing in The New York Times about the cheeky ad campaign for Kalles Kaviar, the popular Scandinavian pink goo you squeeze from a tube onto crackers and bread.
from Longreads Blog » Longreads Blog http://blog.longreads.com/2015/07/26/cod-roe-paste-it-aint-popular-here-boo-boo/
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