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Surely you’ve seen the billboards. But have you ever had a chance to smell it?
Thanks to McDonald’s, some of you may soon be able to do that.
The Chicago-based burger chain has debuted a series of seemingly nondescript yellow and red signs in the Netherlands that contain the “unique aroma of McDonald’s fries,” according to a press release.
“In everyday environments such as elevators, subways, and conference rooms, we often encounter nostalgic scents like McDonald’s,” the press release states. “It’s invisible, but its presence is unmistakable, similar to the brand’s iconic logo and jingle. That’s why McDonald’s Netherlands tapped into its iconic scent in its latest campaign.”
At first glance, the sign appears to be empty, according to the release. But passengers who approach within five meters of the sign will begin to smell the chain’s iconic fries.
This is the first time a sign has been used to “diffuse the McDonald’s scent,” the release added.
The campaign’s promotional video describes it as “the world’s first billboard that smells like McDonald’s.” In the video, officials said the brand was using a ventilator to “breathe and diffuse” the scent of McDonald’s fries placed inside the sign.
The sign was placed “strategically” within 200 meters of a McDonald’s store, according to the release.
The campaign comes after McDonald’s announced it would begin selling McDonald’s Krispy Kreme donuts at all U.S. stores. The rollout is expected to begin in late 2024 and be completed in 2026, officials said.
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