McCain Australia is using scented panels to entice consumers to buy oven baked chips

In Australia McCain is attempting to entice shoppers to buy their cooked potato chips in their local supermarket through the use of scented advertising panels dispensing the scent of cooked chips at the push of a button.

Initiated and implemented by Carat and posterscope, the campaign saw Ooh! Media custom-build 25 panels that dispense the smell with the panels featuring an image of an oven baking the product inside it with a child watching from outside.

Carat business director Hayley Jeans said: “Is there anything more tempting than the smell of chips baking in the oven? This is a campaign that really supports our agency’s values of ambition and innovation and we look forward to producing more work like this for McCain in the future.”

The six week long campaign supports McCain’s new TV commercial.
 

McCain Foods marketing manager Angela Thorpe said: “Frozen chips are very popular and are often bought on impulse. This campaign provides an opportunity for shoppers to physically engage with the creative and evoke the familiar, alluring smell of fresh, hot chips on their path-to-purchase. I praise Carat for thinking differently about our media channel selection and producing a solution that considered how multiple platforms interact with each other to help with recall and conversion to purchase. We look forward to seeing how many people have followed the scent into the freezer section of their local supermarket!”

In the United Kingdom, McCain Foods had earlier used the sense of smell in promotional activities for frozen jacket potatoes (McCain's potato scented taxi, McCain Happy days marketing campaign)