BackgroundKalles Kaviar is more than a famous fish roe spread. It’s one of the most beloved brands in Sweden and the classic blue and yellow tube is considered a national icon. For many Swedes it just wouldn’t be breakfast without a tube of Kalles on the table. But when you look at how Kalles is actually consumed, you will see that 59% only eat it with sliced eggs. So to increase sales of Kalles Kaviar we decided to focus all of our efforts on its trusty sidekick – the boiled egg.SolutionThe Kalles Egg timer is a great tool to help you boil perfect eggs – no matter how you like them, or what kind of cooking skills you have. The Kalles Egg timer takes everything into account, from egg size to your cooking altitude (oh yeah, your altitude affects your boiling time). You can even enter the code found on all Swedish eggs and find out which farm it came from. And then finally, while your eggs are cooking, the app even creates a custom iTunes playlist that lasts just until your eggs are done.ResultThe strategy proved to be successful as egg sales went up all over the country, and there was a lot of buzz about the campaign among Kalles fans, in the press, as well as on blogs and Twitter. And the app reached all the way up to number three on the iTunes list of the most downloaded apps in Sweden – after over 53 000 unique downloads (for iPhone alone). Not too shabby in a country of only 9 million people.