I can almost taste it!

McCain Foods is using multi-sensory, interactive bus shelter ads to entice consumers to buy their microwave baked potatoes. The bus shelters, which will appear across the UK, are using the senses of sight, smell and touch to communicate the deliciousness of their Ready Baked Jackets.

The McCain bus shelters will feature 2-foot high fiberglass potatoes. Once someone presses a button, the shelter will be heated like a warm baked potato and will smell like one too. The company expects most people to press the button for heat in the cold month of February when the campaign rolls out. The shelters will also dispense money off coupons to make it easier for people to try the product.

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