No smell makes the masses flock quite like a whiff of McDonald’s fries.

So, the brand has created the world’s first scented billboard, complete with actual fries inside.

But the novelty of a smell-able billboard isn’t the real story here. It’s that McDonald’s has such strong brand power that the public can recognise and identify the scent of its fries with no visual cues at all. Well played, Macca’s.

In today's newsletter:

• McDonald's creates world's first scented billboards (but that’s not the only flex the brand has made recently)

• Sports marketing is changing--here's what it means for us (find out where the opportunity lies for brands)

• Trend plug - I wish I took more photos

• Ask the Editor - I'm just starting to get my graphic design side hustle on social media. How many platforms do I need to be on? 

- Charlotte, Editor ♡

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.

[Keep reading to find out exactly how they pulled this off]

-Sophie, Writer

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For decades, football has been America’s dominant sport.

A Sunday ritual of Bud Light, Doritos and foam hats is deeply woven into the nation’s cultural fabric.

But in recent years, the NFL has started feeling the heat from unexpected competitors.

Racing and motorsports like Formula 1, NASCAR, and SailGP are gaining ground. Soccer—both men’s and women’s—is finally enjoying the attention it deserves.

And there’s no arguing that in 2024, no U.S. league had a bigger season than the WNBA.

These shifts signal massive opportunities for marketers. But they also come with unique challenges that demand a rethinking of the playbooks.

So, why are audiences turning to sports once considered niche in the U.S.?

The answers lie in culture.

Younger fans are seeking connection beyond the scoreboard. They're looking to athletes’ personal stories, social activism, and the sense of community these leagues foster.

The WNBA’s record-breaking 2024 season was about far more than buzzer-beaters.

It was, instead, about the league’s unapologetic stance on social justice, the rise of superstar players like Caitlin Clark and A’ja Wilson, and a dedicated fanbase that’s as vocal as it is passionate.

Soccer has also surged in popularity as Gen Z and Millennials embrace the global game.

[Keep reading to find out how we, as marketers, can tap into this trend]

-Sophie, Writer

Trend Plug - I Wish I Took More Photos

I'm so sorry, but today's viral sound is one of those trends that will ruin your day.

The sound comes from Bad Bunny's most recent album, DeBÍ TiRAR MáS FOToS. A line from the song "DtMF" translates to, "I wish I took more photos, gave you kisses, and hugs when I had you."

Not surprisingly, this line has tugged on the heartstrings of creators, who are now using it as a backdrop to videos or photos of people they miss.

Most often, we're seeing the sound paired with photo montages of family (like this, this, and this).

Other creators have filmed themselves having an emotional reaction to the lyrics, leaving the rest to the imagination. Bad Bunny himself has even made his own version.

How you can jump on this trend:

Ok, it may be a bit tricky to relate this trend to your brand.

You're probably better off using this on your personal social media if you're comfortable sharing about someone special you've lost. Just grab the sound and add your photos (and OST for context, if needed).

- Charlotte, Editor

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I'm just starting to get my graphic design side hustle on social media. How many platforms do I need to be on? - Tara

Hey Tara!

If you're just getting started, I would choose 1-2 platforms to focus on to start! Think about where your audience spends time online and make sure that's where you are, too.

Whatever platforms you choose, go all in by networking and creating a community there. The more you do this, the more you'll know what people are looking for on the platform. This will help you create relevant content for your target audience.

You can absolutely add other platforms in the future. But it's easier to focus on nailing 1-2 first rather than spreading yourself too thin and not doing enough on any of them.

- Charlotte, Editor ♡

For the group chat

😲WTF: Winter arc GONE WRONG
✨Daily inspo: i ❤️ hopecore
😊Soooo satisfying: Cleaning iPhone charger port
🍝What you should make for dinner tonight: Cheesy chicken taco rice

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