# Festive Scratch-and-Sniff Billboards Subway's Interactive Ad Shares the Aroma of Stuffing By Laura McQuarrie | Published 2025-12-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scratch-and-sniff-billboard References: [thelondoneconomic](https://www.thelondoneconomic.com/lifestyle/stuffing-scented-billboard-unveiled-in-london-401279/) & [subway](https://www.subway.com/en-gb)  To celebrate the arrival of a new festive sub sandwich, [Subway](https://www.trendhunter.com/trends/sandwich-billboard) 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](https://www.trendhunter.com/trends/subway-3) Senior Marketing Director at Subway Kirstey Elston. Subway's menu for the holiday season includes a brand-new [Ultimate](https://www.trendhunter.com/trends/ultimate-roast-beef-sub) 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 Insights (Trend Hunter) - Score: 7.4/10 - Popularity: 80% | Activity: 86% | Freshness: 56% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **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. ### Where This Applies - **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. ## Related on Trend Hunter - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Cheeky Burger Billboards](https://www.trendhunter.com/trends/burger-billboards.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Summer-Forward Food Billboards](https://www.trendhunter.com/trends/let-your-summer-side-out.md)