What is the trend of scratch-and-sniff advertising?

Creating sensory experiences through interactive advertising engages consumers in a multisensory manner, transforming traditional billboards into gustatory invitations.

What is the trend of seasonal scent marketing?

Leveraging the power of seasonal scents can create a nostalgic connection, leading consumers to associate aromas with specific festive products.

What is the trend of 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.

What are the implications for the food and beverage industry?

Innovative marketing techniques such as aromatic advertising in the food and beverage industry can drive consumer interest and engagement with seasonal products.

What are the implications for the advertising and marketing industry?

Interactive sensory billboards are revolutionizing the advertising landscape, allowing brands to captivate audiences through unique sensory experiences.

What are the implications for the retail and consumer goods industry?

The use of novel experiential marketing strategies in retail creates opportunities for brands to build anticipation and elevate the customer journey.

Festive Scratch-and-Sniff Billboards : scratch and sniff billboard

Festive Scratch-and-Sniff Billboards Image 2

Subway's Interactive Ad Shares the Aroma of Stuffing

Laura McQuarrie — December 10, 2025 — Marketing

References: subway & thelondoneconomic

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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.

Trend Themes

Scratch-and-sniff Advertising — Creating sensory experiences through interactive advertising engages consumers in a multisensory manner, transforming traditional billboards into gustatory invitations.
Seasonal Scent Marketing — Leveraging the power of seasonal scents can create a nostalgic connection, leading consumers to associate aromas with specific festive products.
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

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.
Advertising and Marketing — Interactive sensory billboards are revolutionizing the advertising landscape, allowing brands to captivate audiences through unique sensory experiences.
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.

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