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World's First Potato-Scented Taxi

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McCain has unveiled a world’s first with a view to drive awareness, trial and sales of its new product.

A potato scented taxi offers free five minute journeys. This is the time it takes to microwave a McCain Ready Baked Jackets potato.

The taxi took around 125 hours to create and you’ll be able to find it in London, Birmingham, Manchester, York, Leeds and Bristol.

Would you sit in the potato-scented taxi? I’d like to try so here’s what to expect…

  • A specially designed ‘Jacket Taxi’.
  • Thanks to the giant 3D jacket potato on the roof you’ll experience the warm and appetising oven baked jacket potato scent.
  • Adapted to house cooking facilities you’ll be able to sample the product.
  • As a result of this experience you should be clear about the smell, taste, convenience and speed of McCain Ready Baked Jackets.

The potato scented taxi is part of McCain’s £8.4m marketing campaign. Head of brand, Mark Hodge, commented “We’re bringing a whole new meaning to the idea of driving sales.

The Jacket Taxi campaign will deliver huge consumer awareness and genuine stand-out for McCain Ready Baked Jackets, transporting them from the freezer aisles quite literally into the noses, minds and mouths of hungry shoppers across the country.”

The launch of the new Ready Baked Jackets campaign follows the introduction of a new Happy Days marketing platform for McCain Foods, which is set to reach 99% of mums and will celebrate the enjoyment of eating McCain Potato products.


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