McCain’s first ‘potato scented’ taxi hits UK streets
McCain Ready Baked Jacket Potato McCain Foods has announced it will be unveiling a potato scented taxi, bringing the smell and taste of an oven-baked potato to city streets across the UK from 18 – 25 November.
The campaign, part of a heavyweight £8.4m marketing push, has been designed to arouse consumer’s senses and emphasise, quite literally, the oven baked smell, taste, convenience and speed of McCain Ready Baked Jackets by bringing the product to life.
The specially designed ‘Jacket Taxi’ emits the warm and appetising oven baked jacket potato scent from a giant 3D jacket potato on the roof and will travel through London, Birmingham, Manchester, York, Leeds and Bristol.
It will offer passengers a free 5 minute ride, the exact time it takes to prepare a McCain Ready Baked Jacket, during which they will experience first-hand the mouth-watering oven baked smell and taste of a McCain Ready Baked Jacket.
McCain said its experts have worked very closely with scent specialists to recreate the mouth-watering aroma of oven-baked potatoes which will emit from the giant jacket potato on the roof of the taxi.
The taxi, which is fully branded in the McCain Ready Baked Jackets livery, took around 125 hours to create and has been adapted to house cooking facilities.
McCain Foods head of brand Mark Hodge said: “We’re bringing a whole new meaning to the idea of driving sales.
The Jacket Taxi campaign will deliver huge consumer awareness and genuine stand-out for McCain Ready Baked Jackets, transporting them from the freezer aisles quite literally into the noses, minds and mouths of hungry shoppers across the country.”
McCain Ready Baked Jackets are available from all major retailers in packs of two for around £1.65 and in packs of four for around £2.50.
Source: McCain Foods
Consort Frozen Food Wholesaler and partners supply this fantastic product across the country. Price at time of going to press 27/11/13
McCain Jacket Potatoes 12x2pack £17.99 RSP £1.89