Sandwich chain Subway has unveiled a “scratch and sniff” billboard in Blackfriars, London.
The installation, designed by social creative agency Fabric Social and Subway’s culinary and innovation team, replicates the scent of the brand’s sage and onion stuffing-topped bread.
It was launched by social media star Margaret Keefe (‘Grime Gran’).
The chain combined molecules in the lab, which were then stabilised with a carrier oil and Microencapsulated in a plastic polymer. The polymer was then used on posters to form the billboard.
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EMEA senior marketing director at Subway Kirstey Elston, said: “At Subway we’re famous for the unmistakable aroma of our freshly baked breads, and this year our festive edition – topped with sage & onion stuffing – takes that scent to a whole new seasonal level.”
“We all look forward to those familiar festive smells, so we thought why not bring one of the nations favourites to the streets and add some joy to Londoners’ commutes in the lead-up to Christmas. And if you think it smells good, we guarantee it tastes even better.”
This comes as new research highlighted 77% of Brits ranked stuffing as one of their top favourite smells. This was followed by 55% liking the scent of Christmas trees, 39% turkey and 39% cinnamon.
The study also found 49% of respondents viewed stuffing as the best part of a Christmas dinner.
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