Mirror | 12:33 09-12-2025 | Lifestyle
Subway has initiated an innovative advertising campaign for its new bread line by unveiling a massive scratch-and-sniff billboard exuding the aroma of stuffing. The purpose is to stimulate olfactory senses and celebrate the classic roast dinner side that is a beloved favourite in the UK. This approach comes in response to a survey revealing 77% of Brits considering the roast dinner side stuffing their preferred holiday scent.
The unique promotional avenue aims to endorse not only the new product but also to evoke the festive spirit, particularly resonating with the sentimental memories of favourite festive meals among the UK audience. Subway seeks to engage the consumers more interactively by inviting them to scratch and sniff the billboard that emanates a delightful stuffing scent, an integral part of the classic roast dinner, often associated with holidays, family gatherings or special occasions.
This clever campaign targets consumer nostalgia for traditional comfort food, embedding Subway's products into beloved holiday traditions. The brand utilises multi-sensory marketing, appealing to both visual and olfactory senses to enhance the overall consumer experience. This creative strategy is expected to boost the product's presence and success during the festive period.
The scratch-and-sniff billboard by Subway signifies a shift from conventional advertising techniques, showcasing a more experiential marketing strategy. Not only does this serve to popularise Subway's newest bread offering, but it further underscores the significance of the classic roast dinner side stuffing in British festive celebrations, connecting intimately with customer preferences and values.