Smell marketing: McCain’s baked potato bus shelters

For the outdoor elements of the Ready Baked Jackets launch campaign, McCain Foods seems less concerned with eyeballs than noses. It has created “3-D baked potatoes” that fill bus shelters across the U.K. with the smell of the baking potato. When people press a button on a poster, a hidden heating element warms the fiberglass […]

Advertising Age February 08, 2012

For the outdoor elements of the Ready Baked Jackets launch campaign, McCain Foods seems less concerned with eyeballs than noses. It has created “3-D baked potatoes” that fill bus shelters across the U.K. with the smell of the baking potato.

When people press a button on a poster, a hidden heating element warms the fiberglass 3-D potato and releases the aroma of oven-baked jacket potato throughout the bus shelter. The aroma was developed over three months in collaboration with a specialist scent lab.

The shelters will also dispense a discount for the product: baked potatoes that are ready to eat from frozen in five minutes, but claim to offer the same smell and taste of slow oven-cooked potatoes.

Creative work is by ad agency Beattie McGuinness Bungay, with media booked by PHD and Hyperspace – the innovation division at Aegis Media’s Posterscope.

To read the original article in Advertising Age, click here.