Woolworths have partnered with Reed Pacific Media, Adshel and JC Decaux to launch a series of Hot Cross Bun scented outdoor displays as part of their Happy Feaster campaign.
The smell of freshly baked Hot Cross Buns wafts from JCDecaux and Adshel outdoor displays nationally. The scented displays are a special edition to Woolworths’ Happy Feaster campaign, to promote their range of Easter treats and drive consumers in-store. Reed Pacific Media custom developed the Hot Cross Bun fragrance to meet the brief.
This is an extension to Woolworths’ earlier work with Reed Pacific Media. In December 2012, Woolworths and Reed Pacific Media aligned with News Limited to deliver a series of scented full page advertisements in the mX Sydney newspaper.
In mX Sydney on 3 December 2012, a Woolworths ad was scented a Strawberries and Cream flavour to promote Woolworths’ activation of a strawberries and cream scented wall outside their supermarket at Sydney’s Town Hall.
Then, in mX Sydney’s annual Christmas issue on 5 December 2012, another Woolworths ad carried a Christmas Cake scent to encourage shoppers to purchase their Christmas ingredients from the grocery store.
Marketing manager at Reed Pacific Media, Doug McNamee, said: “Reed Pacific Media is very excited to have partnered with Woolworths again, for another exciting scented advertising project. Everyone loves the smell of hot cross buns, so it’s a real treat to bring the aroma to life for Woolworths’ Happy Feaster campaign.”