Scent advertising tempts shoppers to buy french fries and other baked potato goods.

While it's not the first time food-scented advertising has been used, McCain are launching a new marketing campaign that will waft the aroma of baked potatoes down supermarket aisles across the UK.

The campaign will feature an initial 8-week period that makes use of TV and outdoor advertising, as well as press activity. Following that, activity will be centred on the brand’s Ready Baked Jackets and Smiles products, running in conjunction with ongoing Film4 sponsorship promoting McCain Wedges for sharing.

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