McDonald’s in the Netherlands is experimenting with a unique advertising approach by placing simple yellow and red billboards throughout Utrecht and Leiden. At first glance, these billboards appear blank, but as pedestrians get closer—within 5 meters—they emit the distinctive scent of McDonald’s French fries.
This innovative use of olfactory marketing marks the first instance where McDonald’s utilized a billboard to diffuse their iconic fry aroma, turning it into a prominent brand asset.
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The company, traditionally known for its visual branding elements, is tapping into the potent memory-triggering ability of scents. Scents can evoke more vivid and emotional memories compared to images and by integrating smell into their marketing strategy, McDonald’s aims to stir nostalgic feelings and remind people of enjoyable moments spent at their restaurants.
To maximize the impact, these scented billboards are positioned no more than 200 meters away from McDonald’s locations, cleverly drawing in anyone whose cravings are sparked by the aroma to visit nearby outlets and enjoy their favorite meals.
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