Marketing

McDonald's Netherlands launches scent-emitting billboards

Photo: McDonald's Netherlands

April 10, 2024

In a marketing campaign, McDonald's Netherlands is deploying scent-emitting billboards to attract customers, according to a press release.

The billboards, devoid of any logos or images, utilize strategically placed vents to release the aroma of McDonald's French fries within a 5-meter radius. The campaign, dubbed "Smells Like McDonald's," aims to leverage the brand's recognizable scent to trigger cravings and drive sales.

"We are well known for our visual branding," Stijn Mentrop-Huliselan, CMO of McDonald's Netherlands, said in the press release. "However, smell has a powerful ability to evoke memories and emotions. This campaign allows us to connect with consumers on a new sensory level."

The billboards are placed near McDonald's restaurants in Utrecht and Leiden, ensuring easy access for those enticed by the scent. This tactic positions McDonald's as a leader in innovative advertising, utilizing a sense often overlooked in traditional marketing strategies.