Ever wonder how long that loaf of bread has been sitting on that bakery shelf? Minimart Pressbyran, kind of like the Swedish equivalent of 7 Eleven, along with Akestam Holst, came up with this fun way to show customers just how fresh their hot buns are--by creating a baking pan that stamps the time onto the goods.

According to copywriter Kalle Akestam, the campaign launched yesterday and will run through Christmas--and potentially, become a standard bun-feature at the store in the future. It promotes the locally popular "saffron buns" which typically come out around the Christmas holidays. The agency made six different trays for different times of day, leaving the burden on the bakers to bake on the correct pans. So far, the trays are being used in three major Swedish cities, but the hope is that social media will extend the campaign's reach to other parts of the population. Cute idea, though we're worried this would encourage more grubby paws to manhandle the loaves.