In a groundbreaking move, McDonald’s Netherlands has introduced a unique advertising campaign centered around the unmistakable scent of its famous French Fries.
Recognizing the power of scent as a memorable brand asset, the fast-food giant has unveiled a series of billboards in Utrecht and Leiden that emit the enticing aroma of McDonald’s fries.
The campaign marks a departure from traditional advertising methods, as McDonald’s leverages the sense of smell to engage consumers in a new and innovative way. Strategically placed within 200 meters of McDonald’s restaurants, these billboards aim to evoke cravings and encourage passers-by to indulge in their favorite McDonald’s products. Watch below:
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Stijn Mentrop-Huliselan, Chief Marketing Officer of McDonald’s Netherlands, emphasized the importance of sensory experiences in advertising. “McDonald’s is all about Good Times,” Mentrop-Huliselan stated. “With the inclusion of smell in our advertising, we’ve found a new way to remind people of the enjoyable experiences associated with our brand.”
The billboards, featuring plain yellow and red designs, initially appear unremarkable. However, as individuals approach within a close range, they are greeted with the unmistakable scent of McDonald’s French Fries, emanating from inside the billboard. This innovative approach marks the first time that a billboard has been utilized to diffuse a specific scent, highlighting McDonald’s commitment to pushing the boundaries of traditional advertising.
By targeting the sense of smell, McDonald’s aims to create lasting and emotional connections with consumers, tapping into the power of sensory memory to evoke positive associations with the brand. As other companies focus primarily on visual elements in their advertising, McDonald’s Netherlands is pioneering a new frontier in marketing by engaging consumers’ noses as well as their eyes.
The campaign is expected to generate significant buzz and excitement among consumers, further solidifying McDonald’s position as a leader in innovative marketing strategies. With this groundbreaking initiative, McDonald’s demonstrates its ongoing commitment to creativity and innovation in the fast-food industry.
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