New McCain Marketing Campaign Smells Like Jacket Spuds
UK – McCain Foods has launched a revolutionary new marketing campaign for its launch of McCain Ready Baked Jackets.
Five lucky UK cities, York, London, Manchester, Glasgow and Nottingham, will see their bog standard bus shelters replaced by the innovative 3D jacket potato which actually heats up and releases the aroma of jacket potatoes.
The ground-breaking technology consists of a hidden heating element which warms up the image of the jacket spud and releases its scent, all at the touch of a button. The frozen potato specialist teamed up with a scent laboratory and spent three months developing this special aroma to ensure it was accurate.
The adverts are just one part of a national marketing campaign to raise awareness of the new product. It is thought to be the biggest product launch by the company since its Oven Chips in 1979. Will McCain’s new Ready Baked Jackets, which are apparently ready to eat after just five minutes in the oven, share the same success as its chips?
If the ‘scratch and sniff’ concept isn’t enough to tempt you into buying, perhaps the discount coupons being handed out will help. Each person that presses the button to release the aroma will receive vouchers for money off the new product from a dispenser inside the special poster.
Advertising firm JCDecaux are at the heart of this sense-tingling marketing campaign for the Ready Baked Jackets. A spokesperson for the company said that the voucher dispenser was exciting as it provided a new way for brands to be in touch with consumers on a daily basis. The addition of both aroma and warmth is expected to drive sales as the ads will create a new meaning to ‘try before you buy’.
The smelly spud ads will be installed around the country by the end of the day. McCain has not limited itself marketing campaign to just ten bus shelters, it is also installing traditional adverts at the roadside, in train stations, and at the major supermarkets.