Smell-Vertising Hits U.K. With Potato-Scented Bus Shelters

McCain Foods Tempts Hungry Commuters to Promote Ready Backed Jacjets

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To promote its new product, Ready Baked Jackets, McCain Foods is tempting U..K consumers with the wafting smell of "3-D baked potatoes" as they wait at city bus shelters in York, Manchester, London, Nottingham and Glasgow.

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.

For more on this work, visit Creativity