To promote the first cookbook from online vegan cooking duo Bosh!, HarperCollins created a dynamic scented advertisement to live on the side of a bus shelter.
The digital ad pairs mouthwatering visuals with scents to appeal to the senses of both vegan and non-vegan consumers. The creative bus shelter ads specifically play upon a biological response that causes a response in people when they are met with sights and smells that they enjoy. The bus shelter ads are situated on Tottenham Court Road, specifically targeting hungry consumers who are making their commute home after a long day of work.
As Joanna Rose, HarperCollins HQ marketing director, describes: "With vegan, vegetarian and flexitarian eating so rapidly on the rise, we knew that we needed a standout campaign for a breakout book."