As thanks for lending his smile to the brand, Carl gets unlimited free Kalles Kaviar for the rest of his life. “He just calls and gets it delivered,” says Malou Wik Yeung, marketing manager at Orkla Foods Sverige. The story began when a well-guarded recipe was sold in 1950 to Abba Seafood, where Carl’s father happened to be the CEO. When the product, Kalles Kaviar, was launched a few years later, the advertising agency thought that it would be a good idea to put the face of a boy on the tube. The thinking behind the move was based on market research that showed that children loved the new sandwich spread – and indeed, the caviar became a hugely popular breakfast spread, selling one million tubes in the first year alone.