the ‘mccain ready baked jackets’ ad campaign brings scent and touch interactivity to bus shelters throughout the UK



with a heating potato and the scent of baking food, the ‘mccain ready baked jackets’ outdoor campaign brings an interactive, multisensory display to bus shelters throughout the UK. the campaign was developed by JCDecaux, hyperspace at posterscope, and BMB creative for the release of the potato company’s oven-ready baked potatoes.


ten installations each mount a 2-foot high, fiberglass potato sculpture within a fullsize poster in the shelters. when users press a button on a poster, a heating component warms the image of the potato while simultaneously releasing the aroma of baked potatoes throughout the space. the device also dispenses discount coupons for the ‘ready baked jackets’.


mccain worked for over three months with a specialist scent lab to accurately match the smell of their ‘mccain ready baked jackets in the oven.



multisensory bus shelter ad smells of baked potatoes closer view of the interactive fiberglass potato poster