McDonald's Made Scented Billboards That Smell Like Its French Fries

The work from TBWA\Neboko proved the power of the chain's bestselling item

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

A delicious smell can inspire cravings and lure passersby into a restaurant. McDonald’s put that power to the test by deploying a series of billboards diffusing the scent of its bestselling french fries.

Amsterdam-based agency TBWA\Neboko collaborated with Raúl&Rigel, a production company specializing in fabricating unusual billboards, to produce a series of unbranded, blank red and yellow billboards with a hidden compartment to store fries. An internal heat and ventilation system intensified the smell of the snack and directed it toward anyone walking within five meters of the display.

“The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in