Woolworths has launched its Easter lead-up outdoor ads with a unique twist: they emit the odour of hot cross buns.

With a series of hot cross bun-scented displays on show as part of Woolworths’ ‘Happy Feaster’ campaign, the aroma of freshly-baked Easter treats is wafting from the ad unit courtesy of a ‘push-to-smell’ mechanism devised by JC Decaux.

The campaign comes on the back of 2012’s Woolworths/Reed Pacific/News Limited scented full page advertisements in the mX Sydney newspaper, including a scented strawberries and cream flavour ad.

Another Woolworths ad that featured in mX late last year also carried a Christmas cake scent, so it’s clear that Woolworths is keen to pursue this line of customer attraction and drive them in-store.

“Everyone loves the smell of hot cross buns, so it’s a real treat to bring the aroma to life for Woolworths’ Happy Feaster campaign,” says Doug McNamee, marketing manager at Reed Pacific.