Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

HarperCollins' Scented Advertisement Teases a Vegan Cookbook

 - Apr 26, 2018
References: campaignlive
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."