Silpo chain apologizes to seagulls: what you can’t do for advertising
26 March 11:49
Recently, city lights have appeared in the center of the Norwegian capital, Oslo, with the following message: “Dear Norwegian seagulls, we are sorry for taking away your delicious and fresh fish.” They were installed by the Silpo supermarket chain, Komersant ukrainskyi reports.
Silpo explained that the idea of apologizing to the Norwegian seagulls was a continuation of an advertising campaign to inform customers that the Silpo chain brings fresh fish from Norway, Turkey, and the Mediterranean, which then regularly appears on store shelves.
Silpo implemented this advertising project together with the banda creative agency.
According to Silpo, the idea of the advertising campaign was that the only people who might not be satisfied with the supply of fresh fish are seagulls, who are “taken away” from the best fish. Moreover, the heroes of all the ads were outraged seagulls, who seemed to be complaining that someone was stealing their lunch right out from under their beaks. So Silpo decided to apologize.
“We hope they will read our message and forgive us,” commented Oleksiy Prylipka, art director of banda, on the idea of placing citylights in Oslo.
To make sure that the birds could see the message, the boards were installed in their favorite area – on the Aker Brygge waterfront, where the Oslo Fjord meets the open sea.
Silpo is a national chain with 307 supermarkets in 60 cities of Ukraine and 4 Le Silpo delicatessens in Kyiv, Dnipro, Kharkiv and Odesa.
According to YouControl, the revenue of Fozzy Group, which includes Silpo, increased by 12.8% to UAH 139.6 billion in 2024. In 2023, the group’s revenue reached UAH 123.7 billion.
