“Silpo” Selling Nose Peg for UAH 999 — Comes with a Free Can of Surströmming 29.07.2025

A special nose peg has appeared on the shelves of “Silpo” supermarkets. That’s how the chain decided to introduce Guests to surströmming.

Surströmming is Sweden’s famous fermented herrings, known around the world for their pungent smell and intense flavor. For Swedes, it's a part of culture; for the rest of the world — a culinary dare.

“We really wanted to introduce our Guests to this unique product. It was not easy to make it happen. Our Private Import team spent over six months negotiating with Swedish suppliers for the first supply. For Swedes, surströmming is like salo for Ukrainians — a specific product, not just something you hand over. When those 3,600 cans finally arrived, we sighed with relief — it was time to open them. But preferably with a nose peg,” — Kateryna Ohuriaeva, Marketing Director of “Silpo”

Instead of downplaying surströmming’s notorious smell, “Silpo” turned it into the main feature of their campaign. That’s why the nose peg became the key symbol — even popping up on the noses of famous statues in Kyiv.

The campaign’s presentation leans into the aesthetic of 90s-style teleshopping. In the promo video, stand-up comedian Sviat Zahaikevych passionately advertises the nose peg as a life-changing tool. And of course, “only now and only at ‘Silpo’” — the peg comes with a free can of surströmming. Only 3,600 brave ones will get the chance.

Sviatoslav will also host an in-person tasting of this Swedish fish legend. Everyone is welcome to try surströmming on August 2 at 4:00 PM in the parking lot of the “Silpo” supermarket at 12-P Volodymyra Ivasyuka Street.

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