Fika – a somewhat more relaxed and spontaneous version of the brits afternoon tea – is as Swedish as ABBA. It's a daily tradition where you gather with your friends to enjoy pastries and coffee. To say that swedes simply like their fika is an understatement. They love it. In this campaign, 7-Eleven Sweden depicts their customers' passion for pastries by showing passionate sweet-toothed swedes giving their fika some sweet lovin'.

“7-Eleven's new campaign shows how much Swedes enjoy their fika.”