Swedes love a good bun. But Pressbyrån’s? Often called a bit dry. So, we changed the recipe — and embraced the critique. To launch the new, juicier cinnamon, tosca, and cardamom buns, we served nothing but dry facts.

Graphs, stats, and fake science explained everything from fluffiness to 0.0% palm oil. Hidden between the data? A lot of butter. And just enough nonsense.

Why all the charts? We’d rather ask — why not?

Art Directors: Lisa Vaccino & Björn Lindén
Copywriters: Julia Stigborg & Claudia Cavalli