Potato maker McCain has unveiled its latest advert and is set to make commuters' mouths water with its 'scratch and sniff' concept - where the ads literally smell like freshly baked potatoes.
Commuters waiting at bus stops in London, Nottingham, Glasgow, York and Manchester will be treated 3D adverts that ooze the smell of baked potatoes with a press of a button.
To make the commute even better, the adverts will issue money-off vouchers for everyone who presses the button.
The smelly adverts are part of McCain’s new campaign celebrating the launch of their new frozen jacket potato and is the biggest ad campaign since the famous McCain Oven Chips in 1979.
The first of its kind, these 3D adverts work by containing a hidden heating element which keeps the image of the potato warm.
The potato aroma took three months to develop as they teamed up with a specialist scent lab to ensure they got the potato smell just right.
"3D jacket potatoes will appear at bus shelters across York, Manchester, London, Nottingham and Glasgow to heat up the nation and set taste buds tingling thanks to ground-breaking technology," a spokesman for McCain has said.
"When consumers press a button, a hidden heating element gently warms the potato and releases the mouth-watering aroma of a slow oven-baked jacket potato throughout the bus shelter."
The £1.4m campaign was created by advertising company JCDecaux. "McCain is using touch, smell and sight to create a 360-degree experience of Ready Baked Jackets on the street.
"The voucher dispenser is a media first and is a hugely exciting step, enabling brands to prompt purchases and interact directly with consumers as they go about their day."
If you're impressed by McCain's latest campaign, take a look at other memorable food TV ad campaigns throughout the years.
The giggling robotic martians hit our screens in the 1970s after discovering the humans love of Cadbury's Smash mash, deeming us as, 'Clearly the most people in the universe".
The advert where chimpanzee's are brought to life as piano players and nagging housewives is a top watch for tea-lovers alike. This 1971 advert, featuring 'Mr.Shifter' trying to move a piano is a classic and beats Johnny Vegas' 'AL and Monkey' sketch hands-down.
Following on from the original concept in the 1960s, the dashing Milk Tray man returned to our screens in 1980 with a bigger adventure on his hands to get to his lady. Well, it is all because the lady loves a Milk Tray...
"The Milky Bar's Are On Me!" is the famous catch-phrase made by the miniature, blonde-haired cowboy, known as the Milky Bar Kid. This is the 1992 advert with all its Western trimmings.
Probably one of the cheesiest 80s adverts of all time, the badly-dubbed clip of the high society club scoffing Ferrero Rochers is a classic we all know and (secretly) love.
The Flake adverts are famous for its provocative tone, but it was the bath ad that captured everyone's interested. Shot in 1981, it shows a woman so consumed by eating her Flake, her bath overflows.
Everyone remembers the 1960s advert featuring the 'Ho Ho Ho' singing Jolly Green Giant and his green giant niblets. Contemporary version have been attempted but the original ad voiced by Elmer "Len" Dresslar Jr is by far the best.
The famous 1980s Oxo commercial's starring Linda Bellingham and her family, still tops the list of the best adverts of all time today.
The Hovis bread advert is always guaranteed to tug at the heart strings, so it's little wonder the 1974 ad called the, 'Bike Ride' was voted as the most popular advert ever. This clip features all three of the original Hovis adverts from the 1970 to 1979.
This classic Cinzano Bianco 1979 advert oozes glamour and glitz with its co-stars Joan Collins and Leonard Rossiter kicking up a flirtatious storm. Well, until he makes Joan spill her precious drink all down her fabulous frock that is...