Smell-vertising hits U.K.

Monday, April 2, 2012

McCain Foods Limited, best known as the largest supplier of fries in the world, is taking promotion of a related product to new levels. In Britain, McCain is promoting its Ready Baked Jackets, a precooked potato in its skin, with bus shelter ads.

A headline in Britain's Advertising Age says "Smell-vertising Hits U.K. With Potato-Scented Bus Shelters."

The advertising is aimed, of course, at commuters. When someone presses a button on the side of the shelter, the smell of baked potatoes is emitted and a discount coupon is dispensed.

The potatoes are sold four to a package and McCain promises the British-grown spuds will taste like fresh baked potatoes, even though they were reheated from frozen in a microwave. McCain, headquartered in Toronto, describes the bus shelter smell as "unique technology" and the baked potato as "the biggest launch since McCain Oven Chips revolutionized the chip market in 1979." BF