To celebrate the arrival of a new festive sub sandwich, Subway set up a scratch-and-sniff billboard in London made with stuffing-topped bread. The interactive billboard provides passersby with a whiff of the season's most comforting scent: stuffing. "At Subway, we’re famous for the unmistakable aroma of our freshly baked breads, and this year our festive edition—topped with sage & onion stuffing—takes that scent to a whole new seasonal level," said EMEA Senior Marketing Director at Subway Kirstey Elston.
Subway's menu for the holiday season includes a brand-new Ultimate Festive Sub and the Ultimate Festive Spud, as well as a Turkey & Stuffing Footlong Dipper and a Double Chocolate Orange Cookie. Those who are enticed by the smell of the billboard promise to be even more pleased by the taste of the new offerings.
Festive Scratch-and-Sniff Billboards
Subway's Interactive Ad Shares the Aroma of Stuffing
Trend Themes
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Scratch-and-sniff Advertising — Creating sensory experiences through interactive advertising engages consumers in a multisensory manner, transforming traditional billboards into gustatory invitations.
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Seasonal Scent Marketing — Leveraging the power of seasonal scents can create a nostalgic connection, leading consumers to associate aromas with specific festive products.
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Interactive Out-of-home Media — Enhancing out-of-home marketing with interactive elements bridges the gap between digital and physical worlds, offering consumers a memorable brand interaction experience.
Industry Implications
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Food and Beverage — Innovative marketing techniques such as aromatic advertising in the food and beverage industry can drive consumer interest and engagement with seasonal products.
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Advertising and Marketing — Interactive sensory billboards are revolutionizing the advertising landscape, allowing brands to captivate audiences through unique sensory experiences.
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Retail and Consumer Goods — The use of novel experiential marketing strategies in retail creates opportunities for brands to build anticipation and elevate the customer journey.