When it comes to iconic brands, McDonald’s undoubtedly sits at the top of the list. From their golden arches to their catchy jingles, the fast-food giant has left an indelible mark on global culture. But what if there was another aspect of McDonald’s that was just as recognizable, if not more so, than their visual branding?
Enter McDonald’s Netherlands and their groundbreaking new campaign that puts the spotlight on the brand’s signature scent: the aroma of their famous French Fries. In a move that’s as innovative as it is bold, McDonald’s has launched a series of billboards in Utrecht and Leiden that emit the unmistakable smell of their delicious fries.
We’ve all experienced it before – you’re walking down the street, minding your own business, when suddenly you catch a whiff of something familiar. It’s the tantalizing scent of McDonald’s, wafting through the air and triggering cravings for their mouthwatering menu items. Now, McDonald’s is harnessing the power of scent marketing to engage consumers in a whole new way.
These innovative billboards may look like ordinary advertisements at first glance, but they’re anything but. As pedestrians approach within 5 meters, they’re greeted with the alluring aroma of McDonald’s French Fries emanating from inside the billboard itself. It’s a sensory experience unlike any other, one that’s designed to evoke fond memories of past visits to McDonald’s and entice customers to satisfy their cravings once again.
Stijn Mentrop-Huliselan, Chief Marketing Officer of McDonald’s Netherlands, explains the rationale behind the campaign: “McDonald’s is all about Good Times. We wanted to find a new way to remind people of the joy and satisfaction they experience when dining at McDonald’s. By incorporating scent into our advertising, we’re tapping into the power of olfactory memory to create a truly immersive brand experience.”
The strategic placement of these billboards, within 200 meters of McDonald’s restaurants, ensures that those who are tantalized by the scent of French Fries can easily satisfy their cravings by popping into their nearest McDonald’s location. It’s a clever way of leveraging the brand’s most distinctive asset – its irresistible aroma – to drive foot traffic and increase sales.
Darre van Dijk, Chief Creative Officer of TBWA\NEBOKO, the agency behind the campaign, emphasizes the importance of giving iconic brand assets their own place in culture: “The smell of McDonald’s French Fries is one of those iconic features that’s instantly recognizable to people all over the world. By harnessing the power of scent in our advertising, we’re able to create a deeper emotional connection with consumers and reinforce McDonald’s position as a beloved brand.”
In a world where advertising is increasingly focused on grabbing consumers’ attention visually, McDonald’s is taking a bold step forward by appealing to another sense: smell. With their innovative billboard campaign, they’re proving that sometimes, the most effective way to make an impression is through the power of scent. So the next time you find yourself walking past a McDonald’s billboard, don’t be surprised if you catch a whiff of something delicious – it’s just their way of saying, “Welcome to McDonald’s.”
