McCain Foods UK (Ltd) is using unique marketing technology, as part of a £1.4 million multi format campaign, to arouse consumers’ senses and demonstrate, quite literally, just how delicious new McCain Ready Baked Jackets really are.
McCain wanted to recreate the in-home experience of their new product direct to the consumers on the streets by bringing them to life through their special outdoor campaign. 3D jacket potatoes are appearing at bus shelters across the UK, and are set to heat up the nation and set taste buds tingling during this cold snap.When consumers press a button on the poster, a hidden heating element gently warms the potato and releases the mouth-watering aroma of a slow oven-baked jacket potato throughout the bus shelter. The aroma was developed over three months in collaboration with a specialist scent lab to accurately match the warming scent of McCain Ready Baked Jackets.
In a media first, the bus shelters also dispense money off coupons, redeemable across multiple and independent retailers, to make it easier for consumers to trial McCain’s latest product.
The Outdoor campaign includes ten fully-wrapped bus shelter specials, fitted with 2-feet high, fibre-glass potatoes, in addition to billboards, roadside six-sheets and point of sale six-sheets at Tesco, ASDA, Morrisons and Sainsbury’s. Digital Outdoor also reach commuters with tailored messaging on screens in train stations. The campaign is set to be introduced in major cities across the UK, including London, York, Nottingham, Glasgow and Manchester.
Mark Hodge, McCain Foods Head of Brand, comments: “McCain Ready Baked Jackets will revolutionise the way we eat jacket potatoes so this ground-breaking campaign provides the perfect advertising support. In the chilly month of February, these Outdoor specials are really going to stand out and drive sales by bringing the tasty oven baked smell of jacket potatoes to warm the consumer. We’re adding a whole new meaning to try before you buy.”
Spencer Berwin, Managing Director of Sales at JCDecaux, said, “McCain is using touch, smell and sight to create a 360 degree experience of Ready Baked Jackets, on the street. The voucher dispenser is a media first and is a hugely exciting step for JCDecaux, enabling brands to prompt purchases and interact directly with consumers as they go about their day.”
The Outdoor campaign was booked with JCDecaux by PHD and Hyperspace at Posterscope and the creative was by BMB.
This is not the first time JCDecaux have helped warm up the public...