A Wall That Smells Like French Fries!

by Iris Liu  (translated by ChatGPT)

2 July 2025

Story brief:

In April 2024, global fast food giant McDonald’s unveiled a unique text-free billboard in the Netherlands—a wall that emits the mouthwatering scent of French fries, successfully stopping passersby in their tracks.

Story in detailed description:

According to IT Home, the billboard contains no slogans, logos, or written messaging. Instead, it relies solely on McDonald’s signature red-and-yellow color scheme for visual identity. Hidden within the hollow interior are real French fries, kept warm and fragrant by a built-in heating and ventilation system. The aroma is released through tiny holes in the wall, allowing the scent to subtly drift out and tempt those walking by.

Strategically located about 200 meters from a nearby McDonald’s restaurant, this scent-based ad effectively nudges pedestrians toward a point of purchase. By following their noses, they can satisfy their cravings within just a few minutes’ walk—an elegant way to boost foot traffic and conversion.

Implication:

McDonald’s breaks away from conventional visual and textual advertising by tapping into a less commonly used but highly evocative sense: smell. Unlike visual cues that can be consciously ignored, olfactory stimuli are much harder to avoid when encountered at close range. As a sensory experience, this billboard engages consumers more directly, piques their curiosity, and creates a stronger emotional response.

That said, the absence of text doesn’t mean brand communication is sacrificed. The unmistakable red-and-yellow palette is iconic enough to maintain brand recognition. Without saying a word, McDonald’s still speaks loudly—and memorably.