Netherlands | McDonald's has launched its latest marketing campaign, using modern technology to engage the senses.
For decades, McDonald's has seduced taste buds around the globe, making it one of the most beloved and recognisable brands. But the restaurant chain realised that there's something just as memorable for consumers as their golden arches, products, or jingle: their smell.
McDonald's Netherlands put this to the test. A series of plain yellow and red billboards were placed in Utrecht and Leiden. The prints appear to be empty at first glance, but as passers-by approach within five meters, they are greeted with the distinct aroma of McDonald's French Fries, coming from inside the billboard. This is the first time that a billboard has been used to diffuse the McDonald's scent, making the recognisable smell its most important brand asset.
"McDonald's is all about Good Times. We are well known for our distinctive brand assets, which are mostly visual. Smell has been proven to be more effective at sparking clear and emotional memories than images. With the inclusion of this next sense in our advertising, we found a new way to remind people of Good Times at McDonald's," said Stijn Mentrop-Huliselan, CMO of McDonald's Netherlands.
The billboards were strategically placed within 200 meters of McDonald's restaurants, inviting those with triggered cravings to easily swing by and order their favourite McDonald's products. When every brand is targeting eyeballs, McDonald's targets noses.
The authentic smell and Willy Wonka-inspired gimmick has proven to be popular with customers, and has been described by pedestrians as a 'feast for the nose'. One customer said that the scent was reminiscent of his youth and the Happy Meal, whilst another said it was definitely familiar.
There is currently no indication to when the campaign will end.
To read more international QSR news, click here.
