Oblooms Smellvertising Billboard

Bloom grocery stores didn’t run your average billboard—they made drivers drool. They built a giant 3D steak billboard that puffed out the smell of grilled meat right around lunch and dinner.

Marketing Analysis

Bloom turned a boring highway drive into a sensory ambush. Smell triggers memory and emotion faster than sight or sound. So when hungry commuters caught a whiff, their brains went straight to “I need food now.”

Why It Works

• Hits multiple senses (visual + smell = instant craving)
• Shows up at the perfect time (mealtime)
• Hooks emotion through smell and nostalgia
• Positions the brand as clever and innovative

Examples

• Cinnabon bakes for that irresistible smell in malls
• Abercrombie fills stores with scent for brand recall
• Starbucks grinds beans in-store to spark craving
• McDonald’s UK tested scratch‑and‑sniff burger ads