In the Netherlands, McDonald’s has taken a unique approach to advertising by introducing billboards that emit the distinct smell of their French Fries. At first glance, the billboards appear plain, but once approached within five meters, the unmistakable scent of McDonald’s fries is revealed. This innovative use of billboards to release a brand’s scent is a first of its kind.
The billboards were strategically placed within 200 meters of McDonald’s restaurants to enhance the promotion. This unique campaign follows the announcement that all U.S. McDonald’s stores will begin selling Krispy Kreme doughnuts by the second half of 2024, with completion expected by 2026.
According to McDonald’s, the scent of their fries is as recognizable as their logo or jingle. These billboards are designed to bring an everyday scent to public spaces, similar to the familiar smell of McDonald’s fries in elevators, subways, or conference rooms. Ventilators within the billboards are used to “suck and diffuse” the iconic scent, creating a unique sensory experience for passersby.