Warning: This poster will make you fat.
In the U.K., outdoor is getting interesting. First we had McCain emanating the smell of freshly baked potatoes from its outdoor sites. And now, British baked-goods brand Mr. Kipling is going one step further and actually giving out cakes from a poster.
The outdoor campaign, through London creative agency101, media agency Starcom and media owner JCDecaux, features live fixtures which dispense free cake from 19 specially converted poster sites (promoting the brand's snap-pack format, which lets people eat cake "on the go.") One bus shelter on London's Tottenham Court Road will also emit the aroma of cake, with a scent spray on the poster site.
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