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Swedish convenience store chain Pressbyrån’s marketing campaign aims to get shoppers to stop in for a cinnamon bun, but the creative has proved so delicious that the ads were stolen.
The work from Stockholm-based creative agency Åkestam Holst promotes the popular snack, called kanelbulle in Swedish, with the tactics of early 2000s perfume marketing. Out-of-home ads show a shirtless man clutching a cinnamon bun to his chest, a woman in a black turtleneck holding the treats, and models posing with their snacks alongside tigers or a horse.
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