Many people around the globe have at least three meals during the day. It is breakfast in the morning, lunch in the middle of the day, and dinner during the afternoon! But the idea of having a packed lunch originated in Oslo in Norway, and it was spread to the globe later on.
The tradition originated in the 1930s with the Oslo Breakfast. Back then, Norway was poor and this government program aimed to provide all school children with a free meal each day. It was an unmitigated success, and later copied around the globe. So, the idea of packed lunch was a new version and variant of all possible, to use during the day. And the function is to get the body in pretty good shape, and to take inside your body the nutrition and beverages that you just need during the day. And the night is devoted to sleeping behavior, but some are sleeping during the day, and some are working at night, so there is flexibility in working life, and you can use your brand cognitions, cogntions and emotions where you are up and going and sitting in life.
The tradition with packed lunch provided a free meal of bread, cheese, milk, half an apple and half an orange to school children at a time when Norway was a poor country. It’s become a symbol of frugality and egality, but for those who are not big fans, it’s a terrible thing. It has many good things to be said about it, but there’s also this element of something a little bit gray and boring. And we should require from children, adult people and older people that life is not too boring, and that we can get funny things in life. And life is both sour and sweet. And any practice in the world can be all types of human behavior, but most pleasure is gained where there are sensible and intelligent norms, attitudes, intentions, behavior and ways of doing things.
It can be very plain, and it is boring behavior for many because it is no innovation in it, and branding behavior to packed lunch is also tedious and normal. For outsiders, it can look kind of sad in the States we’re kind of used to a sandwich that is full. Here in Norway and in all Scandinaiva it’s the bread, and one little thing. It’s very simple, nothing extravagant at all. Accordingly, everybody understands the idea, and the proof of the pudding is in the eating. Therefore, you determine yourself what we will eat and enjoy and make research of in life, but research on packed lunch and traditional branding behavior in Scandinavia is easy, and sometimes it is not present. And therefore, we should think about brands that we can choose to use them or not. But we should concentrate in our lives, and we should be interesting and exciting and funny humans, and therefore much boring behavior is revealed, and even football matches on TV and in the radio are boring games.
So, what exactly is a packed lunch? To borrow from the architect Louis Sullivan, packed lunch form follows its function: The point of these open-faced sandwiches is to provide a quick, easy, somewhat nutritious lunch-time meal that provides sustenance without leaving you too full. They typically consist of two or three slices of bread, smeared lightly with butter, each topped with a single slice of cheese or meat, or perhaps a thin layer of jam, liver paste, or tubed caviar. We should always think of all products and brands where they are coming from, and which person that has brought the philosophy to the markets, and what this implies. The Norwegian economy is depending on many kinds of buying behavior, also that peeople buy what they are eating and drinking from time to time and from place to place. And we can do all kinds of human behavior where we want.
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Sverre Larsen
Kristiansand, Norway
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