In the Netherlands, McDonald's has introduced an innovative application in its new outdoor campaign that surprises onlookers. The brand targeted the stomachs of its audience directly with special advertising boards emitting scents resembling McDonald's French fries.

What does the name McDonald's evoke for you, one of the world's largest fast-food chains? For most consumers, McDonald's means thin and crispy French fries. Research also confirms that the best-selling individual product at McDonald's is French fries. Leveraging the inviting aroma of French fries, the brand has transferred that smell from its restaurants to advertising boards, leaving potential customers face-to-face with an irresistible invitation.

In this campaign called "Smells Like McDonald's," the brand didn't use any supplementary elements such as food visuals, slogans, or even the logo. With just the scent of the iconic French fries and the colors of its corporate identity, they have managed to make consumers think, "This is McDonald's!" even without any further cues.