People strolling the streets of Utrecht and Leiden recently came across entirely red or yellow mobile posters, with no other image or logo in sight. They were located a short distance from McDonald’s restaurants, to which people who’d passed the posters now felt irresistibly attracted. It worked like this: the posters emitted the odour of burgers and fries. As researchers have long understood that smell is a trigger of appetite, the wafting odour of a snack, combined with the familiar McDonald’s colours, sent those who’d been exposed scurrying to the chain to satisfy their craving. |
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| Title | Smells Like Mcdonald's |
| Agency | TBWA\NEBOKO |
| Campaign | McDonald's scent |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Chief Marketing Officer (CMO) | S...n Ment.........elan Subscribers Only |
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