To promote its new product Ready Baked Jackets, McCain Foods is tempting UK consumers with the wafting smell of '3D baked potatoes' as they wait at city bus shelters in York, Manchester, London, Nottingham and Glasgow. When you press a button on the poster, a hidden heating element warms the fiberglass 3D 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 money off coupons for the product, baked potatoes that are ready to eat from frozen in five minutes but are claimed 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.