Top 5 Scented Flavour Activation Food Advertising Campaigns
These are our top food advertising campaigns to inspire your next scented product marketing campaign! Each of these campaigns includes an awesome smelling food product and its aroma showcased in a unique way to best draw consumers into purchasing. Consider using scent to market your food!
1. McDonald's Chocolate Chip Hot Cakes
Reed Pacific Media, JCDecaux and McDonalds worked together to bring to life the delicious flavour of their new $1 item: chocolate chip hot cakes. The strategy behind this activation was to use the power of that freshly baked chocolate chip cookie smell to create positive emotional reactions and cookie cravings to drive traffic into McDonalds restaurants.
2. Life-Sized Tic-Tac Box
Life-sized Tic-Tac boxes were scent marketed using an out-of-home strategy. The giant Tic-Tac boxes were transported in flat to Reed Pacific Media whereupon we applied the patented micro-encapsulated SureScent technology to allow the sweet berry fragrance to release ambient scent to the shoppers in the vicinity.
A spokesperson from Ferrero exclaimed: “Ferrero is excited by this opportunity to communicate our new Tic-Tac flavour in a more sensorial way, enticing consumers to try our new berry flavour. Ferrero, along with PHD are always looking for media innovation that brings the core idea of our brand campaigns to life and this OOH execution delivers this 100%!”
Says Hamilford: “Shoppers can’t miss the giant 3D Tic-Tac packs, and the scent will stimulate their taste buds, influencing them to buy a pack at the supermarket nearby!”
3. Heston Coles
Our next food advertising campaign ranked at number 3 is Heston Cole’s new lemon myrtle hot cross buns. The Heston Coles’ Hot Cross Buns aromatic advertisement featured notes of lemon myrtle and orange with undertones of spicy ginger. The ad appeared across weekend newspapers, allowing customers to engage with the product and experience the scent of lemon myrtle and ginger before they even step foot into a Coles store.
Says Simon McDowell, Coles Marketing & Store Development Director: “For the launch of the Heston for Coles Lemon Myrtle Hot Cross Buns, we knew we could do more than just show customers – we wanted them to experience an element of the product through creative communication.”
4. Scented Recipes from Woolworths
Reed Pacific Media and the Woolworths in-store team worked together to engage a step further with their shoppers looking after yummy recipes for Christmas. Together, we recreated the smell of smoked ham and delicious bombe alaska vanilla to push consumers to buy Woolworths ingredients in store.
5. Dunkin' Donuts
Our last food advertising flavour activation campaign took place in Seoul, South Korea. The international donut chain Dunkin’ Donuts embarked on an ad campaign in which unsuspecting commuters were hit with a whiff of Dunkin’ coffee while riding the bus to work. After stepping off the bus, the riders were met by a large poster for the shop and a conveniently located store only a few steps away.
For Dunkin’ Donuts, olfactory advertising seems to have been quite the success in South Korea, where people often equate the brand with donuts rather than coffee. According to the company, the coffee fumes reached the noses of about 350,000 commuters over the course of the months-long campaign. After the testing, Dunkin’ Donuts reported a 16 percent increase in visitors to stores near bus stops and a 29 percent increase in coffee sales.
Check out the video to the right for more information on the coffee campaign.