Christmas is so close you can smell it — literally. Subway UK & Ireland launched one of the season’s most playful OOH executions: a scratch-and-sniff billboard created with BUILDHOLLYWOOD, inviting passers-by to smell the brand’s new stuffing-topped bread. A festive stunt designed for curiosity, laughter and shareability.
A festive sandwich you can smell from the street
To promote the Ultimate Festive Sandwich, Subway released a limited-edition bread topped with savoury stuffing — a nostalgic holiday flavour across the UK. Instead of simply showing the product, the brand let people experience it through scent, tapping into one of the strongest emotional triggers of the season.
“Go on, scratch and sniff.” Subway invites cheeky interaction
The headline reads: “Christmas is so close you can smell it.” Underneath, the copy dares pedestrians to lean in: “Go on, scratch and sniff.”
It’s humorous, slightly mischievous, and incredibly effective — the kind of street-level engagement that turns heads and sparks conversation. The creative positions Subway as both festive and fun, willing to experiment with sensory formats not often used in OOH.
Scent marketing meets OOH: a powerful combination
Smell is the sense most closely linked to memory and emotion. By allowing people to experience the stuffing aroma first-hand, the billboard creates:
- Immediate sensory impact
- High recall in a cluttered holiday advertising season
- Organic social sharing from surprised passers-by
- Stronger product desire, driven by a real holiday scent
In a marketplace where brands compete for attention, Subway goes after something deeper: nostalgia and appetite.
A playful collaboration with BUILDHOLLYWOOD
Known for pushing boundaries in street-level OOH, BUILDHOLLYWOOD helped bring the scented concept to life. The boards were installed in high-traffic urban locations, catching commuters, shoppers and holiday crowds in the perfect festive mindset.
The result is an activation that feels both simple and smart — one that invites a grin, a lean-in, and a shared moment of seasonal delight.
Final thoughts
Subway’s scratch-and-sniff billboard proves that holiday advertising doesn’t need to be bigger — just smarter. By activating scent, the brand transforms food advertising into an experience, reminding everyone that the magic of Christmas often starts with the smell of something delicious.
FAQs about this campaign
What is Subway’s scratch-and-sniff Christmas billboard?
A scented OOH activation where passers-by can scratch the billboard surface to smell the aroma of Subway’s new stuffing-topped bread.
Why use scent in an OOH campaign?
Scent is strongly tied to memory and emotion, making it a powerful tool for festive marketing and food advertising.
Who created the installation?
The campaign was produced in partnership with BUILDHOLLYWOOD, known for creative street-level executions.
What product is being promoted?
Subway’s limited-edition Ultimate Festive Sandwich, featuring the new stuffing-topped bread.
Where did the campaign run?
Across selected high-footfall sites in the UK, reaching commuters and holiday shoppers.
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