McDonald's announced on Monday that it has decided to capitalize on the emblematic smell of its restaurants as part of an advertising campaign launched in the Netherlands.

Placed in Utrecht and Leiden, yellow and red billboards - a priori empty - broadcast the distinct scent of McDonald's French fries when passers-by approach within five meters of them.

It's a first, with the fast-food giant explaining that it wants to bet on the fact that the recognizable smell of its outlets is in fact its main brand asset.

It has been proven that the sense of smell is more effective than images in evoking clear and emotional memories", explains Stijn Mentrop-Huliselan, Marketing Director of McDonald's Netherlands.

"By including this sense in our advertising, we have found a new way of reminding people of the good times they had at McDonald's", he adds.

While other brands want to catch consumers' eyes, McDonald's says it wants to target their noses.

Strategically, the billboards were placed within 200 meters of McDonald's restaurants.

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