Queuing round the block in Hellerup, Copenhagen

Did you queue? Because if you did, you must have met most of Copenhagen outside the ice cream shop today.

The Danish ice cream chain, Paradis, opened for business this weekend. And to mark the end of winter – yes I know it’s still February – it was giving its ices away for free. What a brilliant brand campaign.

If you’ve spent any time in Denmark you’ll know just how much Danes love their ice cream. And having tasted what’s on offer here, I have to say I’m with them. Any flavour you want, including of course, liquorice, you can have.

So even though Danes HATE queuing, they’ll do it for ice cream, from now until the end of the summer. They won’t be free, but if you haven’t yet tried one, you must!