McDonald's creates world's first scented billboards

There are few things as universally understood as a Macca's craving.

Whether it's the golden arches glowing on a dark highway...

Or the unmistakable smell of fries wafting through the crowded mall...

McDonald’s has mastered the art of being everywhere.

And while the behemoth brand needs no free marketing from me, it recently flexed its cultural and marketing prowess with two campaigns that totally underscored its dominance.

So good, that you know I had to write about it.

Some things, words simply can’t express. So, say it with smell.

This first campaign is so Emily in Paris coded, I’m surprised it wasn’t ripped right off the screenplay.

We’ve all been there. In the mall, on the bus, walking down the high street – suddenly you’re hit with a whiff: salty fires, fake cheese, steamed buns.

Now go ahead and try to deny that’s never sent you U-turning into the nearest Macca's and ordering yourself a little something-something before your journey home.

Yeah. Just as I thought.

The smell has become an asset to the McDonald's brand. It's certainly just as recognisable as their logo.

Playing on this insight, McDonald's Netherlands put this to the test, releasing the world’s first scented billboards. 

These billboards had no copy or logos whatsoever. Only the colour yellow or red and the smell of McDonald’s fries.

This campaign proves, once again, that the brand's recognition goes beyond the need for language, imagery, or any kind of visual clue at all.

Smell and touch are the most primal senses of our species. Yet they're senses we don't often use in advertising, which makes this piece stand out even further.

Since what feels like the beginning of time, Macca's has been seducing unsuspecting consumers with its wafting fragrance. What better way to make them crave their food than putting up billboards that constantly awaken their guilty pleasures?

Ok, but how did they do it, you ask?

Well, they periodically filled a vent inside the billboard with fresh fries and let the aroma do the rest.

When every brand is targeting eyeballs, McDonald’s targets noses. Well played, Ronald.

Divided by language, united by Macca's.

It’s crazy when a brand's recognition is so strong, it literally transcends language.

And that’s something very few can say.

Except for McDonald's, of course.

In the brand’s second new campaign, a man is seen interacting with people, all of different cultures and ethnicities. The man, clearly a native English speaker, seems to be looking for something.

"Excuse me? Excusez-moi? Mi scusi?" He asks in different locations to the subjects on the street.

Many respond confused. “No English” one replies.

"McDonald’s?" The man says.

“Ah!” The faces of every single subject light up in relief. They know exactly what he’s asking for and point him in the direction of the nearest restaurant.

Audiences across the globe immediately understood the reference. No translations, no local adaptations—just pure brand recognition. It was McDonald’s as a universal language.

What does this say about McDonald's brand power?

These campaigns prove that McDonald’s is more than a fast-food chain—it’s a cultural phenomenon.

It's a brand that transcends language.

When a brand reaches a point where it doesn’t need words or visuals to connect with audiences, it’s operating on an entirely different plane of cultural relevance.

McDonald’s has cemented itself as a global icon, understood and loved by billions, no matter where they are.

Sensory dominance.

Marketing often revolves around sight and sound, but McDonald’s ventures deeper.

By harnessing the power of smell, it taps into a primal sense that is intimately tied to memory and emotion. This isn’t just advertising; it’s emotional engineering—creating connections that stick.

Effortless branding.

McDonald’s doesn’t need to sell its food. It sells familiarity. Comfort. Pleasure.

Whether it’s the golden arches, the colour palette, or the signature scent, McDonald’s represents comfort and consistency. These campaigns highlight how the brand doesn’t need to shout; it can whisper and still be heard loud and clear.

What’s a brand to do?

Leverage minimalism.

Sometimes, less really is more. McDonald’s proves that you don’t always need flashy visuals or long-winded taglines to make an impact. Focus on your brand’s most recognisable elements and use them strategically.

Dabble in sensory branding.

Think beyond sight and sound. How can your brand activate other senses, like smell, touch, or taste, to create deeper emotional connections? Sensory experiences can turn a good campaign into an unforgettable one.

Aim for cultural universality.

McDonald’s campaigns work because they tap into shared human experiences. Think about how your brand can transcend demographics, borders, and languages to connect on a universal level. Whether it’s a simple idea or a shared feeling, focus on what unites your audience.

The bottom line.

McDonald’s just gave us a masterclass in subtle flexing.

These campaigns are proof that great branding isn’t about shouting the loudest. It’s about speaking the language of your audience—sometimes without even using words.

-Sophie, Writer