# Shockvertising Food Swedish Fish: A Friend You Can Eat By Bianca | Published 2008-04-04 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/swedish-fish-a-friend-you-can-eat References: [adsoftheworld](http://adsoftheworld.com/media/print/swedish_fish_kitty_sandwich) At first glance, this appears to be animal cruelty at its worst. These ads, with their [deceptively bright and cheerful colours](https://www.trendhunter.com/trends/believe-campaign) feature snuggly bunnies and teddy bears ready to be eaten. The "A friend you can eat," campaign for Swedish Fish was created by ad agency, JWT, New York. There's a Kitty Sandwich, a Grilled Teddy bear in a panini maker, a [Bunny Waffle](https://www.trendhunter.com/trends/team-sprinkles), a Chick in a Cone with sprinkles on top and a Doll Burger topped with lettuce and tomato. But on the other side of these images, all of which say, "Nej" underneath, is a picture of a Swedish Fish, the "Friend you can eat!" with the word, "Ja" beneath it. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 83% | Activity: 44% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### What's Driving This Trend - **Shockvertising Food:** Using dark or controversial imagery in food advertising to grab consumer attention and create brand awareness. - **Anthropomorphic Food:** Creating a friendly persona for food products to make them more relatable to consumers and increase their appeal. - **Humor in Advertising:** Using humor to create a more positive association with food products and create more memorable advertising campaigns. ### Who This Affects Most - **Food and Beverage:** Opportunity to create innovative, attention-grabbing advertising campaigns and stand out in a crowded market. - **Advertising:** Opportunity to experiment with unconventional advertising methods and create provocative campaigns that drive consumer engagement. - **Design:** Opportunity to push boundaries in design and explore uncharted territory in food packaging and labeling. ## Related on Trend Hunter - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Cheeky Easter Candy Campaigns](https://www.trendhunter.com/trends/save-a-chocolate-bunny-eat-hichew-campaign.md) - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md)