An outdoor advertising campaign for frozen foods producer McCain is attempting to grab consumers' attention with the warmth and smell of a jacket potato, plus money-off vouchers.

The creative for McCain Ready Baked Jackets, booked with outdoor media owner JCDecaux, includes 2'-high (61cm) 3D fibreglass potatoes installed at specially wrapped bus shelters across the UK, featuring a button that passersby can push to warm the potato and release the scent of it cooking.

In addition, the bus shelter installations are fitted with dispensers that give money-off coupons for the frozen product.

"McCain is using touch, smell and sight to create a 360? experience of Ready Baked Jackets, on the street," says Spencer Berwin, managing director of sales, JCDecaux. "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."

"We're adding a whole new meaning to try before you buy," adds Mark Hodge, McCain Foods head of brand.

The campaign is supported by billboards, roadside six-sheets and POS six-sheets, and digital signage at railway stations throughout February.