This week, McDonald’s Netherlands launched a campaign that will tantalize your senses in a whole new way. They’ve created billboards that emit the unmistakable aroma of their famous French Fries!
Imagine walking down the street and catching a whiff of something delicious. You approach a seemingly unassuming billboard, painted in McDonald’s signature red and yellow. But get within five meters, and bam! You’re greeted by the irresistible scent of freshly fried golden goodness.
These innovative billboards aren’t just eye-catching; they’re strategically placed within 650 feet of McDonald’s restaurants. The goal? To trigger those happy memories associated with a visit to McDonald’s and send your taste buds on a craving frenzy.
Scent: The Secret Weapon of Advertising
Stijn Mentrop-Huliselan, CMO of McDonald’s Netherlands, explains the reasoning behind this olfactory marketing tactic: “We’re known for our strong visual branding, but research shows that smell is even more powerful at evoking vivid and emotional memories. By incorporating this additional sense into our advertising, we’re creating a new way to remind people of the good times they’ve had at McDonald’s.”
This campaign is a testament to the power of scent in advertising. While visuals have long dominated the marketing landscape, smell offers a unique opportunity to tap into emotions and create a truly immersive experience.
Beyond Fries: McDonald’s Makes Moves
McDonald’s isn’t just innovating with its advertising; it’s also making strategic partnerships and expanding its reach. Earlier this year, they announced a collaboration with Krispy Kreme to offer their donuts in McDonald’s stores across the US. This exciting partnership is set to launch later in 2024 and will see Krispy Kreme donuts becoming a nationwide menu item by 2026.
However, details regarding which McDonald’s locations will participate in this sweet treat takeover remain under wraps.
In another recent move, McDonald’s took over ownership of its franchised stores in Israel. This decision comes amidst a global sales decline attributed to boycotts related to the Israel-Gaza conflict.
A Multi-Sensory Experience is on the Menu
McDonald’s Netherlands’ latest campaign is a bold and innovative step. By leveraging the power of scent, they’re creating a multi-sensory experience that goes beyond traditional advertising. This campaign not only grabs your attention but also triggers positive memories and potentially triggers cravings, enticing you to step into the nearest McDonald’s for a taste of those iconic fries.