The latest campaign from McCain sees the puff of cooked chips waft from the Shopalite panels in shopping centres.

 The campaign initiated and implemented by Carat and Posterscope has seen oOh! Media custom-build 25 shopaLite panels that release the scent for six weeks in a variety of retail environments

The scent-enabled units features an image of an oven baking freshly cooked golden potato chips inside with a child watching with anticipation from outside.

“Is there anything more tempting than the smell of chips baking in the oven?” Hayley Jeans, business director at Carat, said.

“This is a campaign that really supports our agency’s values of ambition and innovation and we look forward to producing more work like this for McCain in the future.”

Angela Thorpe, marketing manager at McCain Foods, said: “Frozen chips are very popular and are often bought on impulse. This campaign provides an opportunity for shoppers to physically engage with the creative and evoke the familiar, alluring smell of fresh, hot chips on their path-to-purchase.

I praise Carat for thinking differently about our media channel selection and producing a solution that considered how multiple platforms interact with each other to help with recall and conversion to purchase. We look forward to seeing how many people have followed the scent into the freezer section of their local supermarket!”

Campaign credits: Campaign: McCain Potato Chip Range – SuperFries, Original Fries and Original Wedges  Client: McCain Foods  Media: Carat & Posterscope  Creative: Whybin-TBWA Group  OOH and Production: oOh!  Printing: Cactus Imaging – special build posters