Woolworths has launched a series of hot cross bun scented outdoor ads to promote its Happy Feaster campaign.
The national campaign, which is partnered with Reed Pacific Media, Adshel and JCDecaux, includes special scented displays with the scent of hot cross buns, hoped to drive consumers in-store.
Reed Pacific custom developed the fragrance as part of an extension to Woolworths' earlier work with them.
Late last year, Woolworths and Reed Pacific linked up with News Limited to deliver a series of scented full page advertisements in the mX Sydney newspaper, including a scented strawberries and cream flavour ad.
Another Woolworths ad in Mx late last year carried a Christmas cake scent to encourage shoppers to purchase their Christmas ingredients.
Doug McNamee, marketing manager at Reed Pacific 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."