McDonald’s Netherlands Uses Scent for Latest Campaign

This is the first time that a billboard has been used to diffuse the McDonald’s scent, making the recognisable smell its most important brand asset.

McDonald’s Netherlands leveraged their iconic smell in the latest campaign as an initiative to remind people of Good Times at McDonald’s.

Stijn Mentrop-Huliselan, CMO McDonald’s Netherlands, said, “McDonald’s is all about Good Times. We are well known for our distinctive brand assets that they are mostly visual. Smell has been proven to be more effective at sparking clear and emotional memories than images. With the inclusion of this next sense in our advertising, we found a new way to remind people of Good Times at McDonald’s.”

McDonald’s Netherlands has placed series of plain yellow and red billboards in Utrecht and Leiden. The prints appear to be empty at first glance, but as passers-by approach within 5 meters, they are greeted with the distinct aroma of McDonald’s French Fries, coming from inside the billboard. This is the first time that a billboard has been used to diffuse the McDonald’s scent, making the recognisable smell its most important brand asset.