The McCain Ready Baked Jackets campaign is enticing consumers through smell and touch. This innovative multisensory campaign, developed by McCain Foods UK with JCDecaux, Hyperspace at Posterscope and creative firm BMB, includes a bus stop billboard that releases the smell of baking food along with a 3D fiberglass jacket potato sculpture that's hot to the touch. Consumers just have to touch a button that will make the potato both heat up and simultaneously emit the smell of baked potatoes.
A £1.4 million marketing effort, the McCain Ready Baked Jackets campaign aims to promote the brand's oven-ready baked potatoes (which are ready in five minutes) and demonstrate how delicious they are. It took the company and scent specialists three months to develop an accurate smell of McCain jacket potatoes for the billboard.
The billboard is set to appear at 10 bus stops across the UK, says JCDecaux, and it will also dispense coupons for the product to promote customer trials.
Photo Credits: designboom, jcdecaux
Why This Trend Is Growing
- Multisensory Campaigns
- Opportunities for businesses to engage consumers through multiple senses in their marketing campaigns.
- Scent Marketing
- Innovations in using scents as a promotional tool to enhance the customer experience and create emotional connections.
- Interactive Billboards
- Development of billboards that actively engage consumers through touch, smell, and other interactive features.
Industries Being Reshaped
- Advertising and Marketing
- Disruptive innovation opportunities lie in creating immersive and sensory-driven campaigns that capture and retain consumer attention.
- Food and Beverage
- Potential for businesses in the food industry to leverage scent marketing to enhance product appeal and create memorable brand experiences.
- Outdoor Advertising
- Opportunities for companies in the outdoor advertising sector to create interactive billboards that offer unique and engaging experiences for consumers.
