McDonald’s, a global fast-food giant, has recently launched a unique marketing campaign in the Netherlands. The company introduced a series of yellow and red billboards that emit the distinctive smell of their famous fries. The billboards do not feature the McDonald’s logo, relying solely on the enticing aroma to attract passersby. Placed strategically within close proximity to the chain’s restaurants, the billboards aim to evoke positive memories associated with McDonald’s.
Stijn Mentrop-Huliselan, the CMO of McDonald’s Netherlands, explained that smell is an effective trigger for emotional memories. By incorporating this sensory experience into their advertising, McDonald’s hopes to remind people of the enjoyable times they have had at the restaurant. This campaign is a departure from the company’s typical visual branding, demonstrating a creative and innovative approach to marketing.
In addition to this unique marketing campaign, McDonald’s has announced a partnership with Krispy Kreme to offer their products in stores across the US. This collaboration is expected to begin later this year, with Krispy Kreme donuts becoming available in McDonald’s locations nationwide by 2026. Although the exact number of participating stores has not been disclosed, this partnership reflects McDonald’s commitment to offering a diverse range of products to its customers.
Earlier this month, McDonald’s made headlines by taking over ownership of its franchised stores in Israel. This decision was prompted by a decline in global sales resulting from boycotts related to the Israel-Gaza conflict. Despite facing challenges, McDonald’s continues to innovate and adapt to changing market conditions, showcasing its resilience and commitment to serving customers worldwide.
