McCain cooks up potato-scented bus stop campaign

McCain Foods is installing the smell of baked potatoes to 10 bus stops around the United Kingdom as part of its £1.4m push for Ready Baked Jackets.

Six-sheets at the bus stops will be fitted with 3D fibreglass jacket potatoes, which on the press of a button, will heat up and emit the smell of a oven-cooked jacket potato.

The special six-sheets will also dispense money-off vouchers to encourage people to try McCain Ready Made Jackets, described by a spokeswoman as being a "media first".

"These outdoor specials are really going to stand out and drive sales by bringing the tasty oven baked smell to warm the consumer. We're adding a whole new meaning to try before you buy,"according to Mark Hodge, head of brand at McCain Foods.