As I explained in the post about what is Swedish on our national day, what is really Swedish is to eat crisp-bread with fish roe spread. It's our peanut-butter & jelly, or marmite on toast if you will. To make it eggstra (see what I did there? I should be punished for that.) yummy, we'll put the fish egg paste on slices of hardboiled eggs. This is where the beloved brand of fish roe paste called Kalles Kaviar comes to the rescue with a handy hard-boiled egg app. Set the egg-timer and the app will make you a perfect playlist for the perfect egg. 'Cuz that's another very Swedish thing, we're so bleedin' edge all the time we no longer use mechanical egg-timers. True story.

Agency: Crispin Porter Bogusky Europe Client: Kalles Executive Creative Director: Gustav Martner Art Director: Martin Jon Adolfsson Copywriter: Niklas Moberg Content Manager: Alexandra Moberg Interactive Producer: Mikael Lindkvist Visual Designer: Malin Ekman Senior Designer: Daniel Kvist Technical Director: Per Rundgren Production Company: Adore You

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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