New York advertising agency, Draftfcb, has come up with a unique marketing strategy for Kraft Foods which aims to entice consumers to experience Kraft products through a tangible experience rather than just a pitch alone.

In an effort to bring the warm feeling people get when they eat stuffing to life, Kraft organized heated roofs for 10 bus shelters in the Chicago area.

The accompanying posters will read: “Cold, provided by winter. Warmth, provided by Stove Top.”