McCain is wafting the smell of baked potatoes into bus shelters as part of a £1.4m outdoor campaign for its Ready Baked Jackets.
Ten bus stops are to be fitted with 3D, fibreglass jacket potatoes which give off heat and the aroma of a spud cooking in the oven.
The shelters also dispense money off coupons redeemable across multiple and independent retailers.
The Outdoor campaign was booked with JCDecaux by PHD and Hyperspace at Posterscope. Creative was handled by BMB.
Spencer Berwin, managing director of sales at JCDecaux, said: "McCain is using touch, smell and sight to create a 360 degree experience of Ready Baked Jackets, on the street.
"The voucher dispenser is a media first and is a hugely exciting step for JCDecaux, enabling brands to prompt purchases and interact directly with consumers as they go about their day."
The bus shelters can be found in the following cities:
West George Street
New Oxford Street
Tottenham court road