Dive Summary:
- With a new campaign from the agency Blue Chip Marketing, frozen food maker McCain's Ready-Baked Jackets range will bring an over-baked potato scent to Tesco and ASDA aisles in September.
- The frozen food aisle first will allow customers to activate the scent by touching a special barker on the front of the in-store unit.
- The barkers are part of a wider 2013 marketing campaign and were preceded by 10 baked potato-scented bus shelters in February 2012.
From the article:
... Rachael Smith, group product manager at McCain, says: ‘We are very excited about what is essentially a first for the frozen food aisle. We hope that the scented POS will help our in-store media achieve real cut-through and ultimately encourage more consumers to pick up our products’ ...