Lund's Swedish Pancakes   
Eat a Lund's Swedish Pancake and you'll kiss Aunt Jemima goodbye. They needed packaging that reflected great taste. See the Before and After photos and decide which you'd rather try.

Copywriter: Sydney Bonner 


Packaging approach before




Combining traditional Swedish folk and modern art showcases a quirky brand personality. Adding a special printed insert of recipes, coupons and Swedish factoids, brings the product experience to a higher level of enjoyment.


A series of print ads reveal what separates Lund's Swedish Pancakes from an average pancake, along with some unusual details about Swedish culture.