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IKEA wants to add a meal in their department stores. What is more Swedish than a semla (shrovtide bun) and what is more IKEA than to challenge social norms? To get more customers IKEA introduces their new dessert SELMA in all their department stores. It’s now possible to build your own shrovetide bun with various toppings. When buying the semla, an IKEA typical manual will be handed out to the customer to illustrate that there are no wrong ways to build a shrovetide bun.

Art Director: Louise Henning
Copywriter: Vera Tornberg

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