McDonald’s Netherlands has created a unique billboard that releases the smell of their French fries to spark irresistible food cravings. These billboards are sly—they don’t scream McDonald’s, but you’ll definitely know it when you catch a whiff.

French fry packets are tucked into the billboard, and ventilators disperse the scent through the openings. People must approach within 5 meters of the billboard to be able to smell the fries. These boards are strategically positioned within a 200-meter radius of McDonald’s locations.

“Smell has been proven to be more effective at sparking clear and emotional memories than images,” explained Stijn Mentrop-Huliselan, chief marketing officer of McDonald’s Netherlands. “With the inclusion of this next sense in our advertising, we found a new way to remind people of good times at McDonald’s.”

With a strong brand identity and widespread recognition, McDonald’s can experiment with unconventional advertising methods. The subtle nature of this billboard doesn’t rely on overt branding or product displays, yet the unmistakable aroma is instantly associated with the McDonald’s brand. They have taken advantage of their popularity to emotionally trigger audiences, something only the bigger and well-known brands successfully can pull off.