Subway delivers sensory feast in London with “Scratch-and-Sniff” OOH billboard

Subway has taken festive advertising to a sensory level this Christmas with a unique OOH activation in London that challenges the traditional boundaries of the medium. Moving beyond visual appeal, the brand has introduced a “scratch-and-sniff” billboard designed to bring the actual scent of its seasonal menu to the streets. 

The creative, developed in collaboration with Fabric Social, is infused with the distinct aroma of Subway’s sage and onion stuffing bread—a staple of its festive offering. To drive engagement, the campaign is fronted by the viral personality Grime Gran, adding a layer of humor and cultural relevance to the high-street activation. Passersby are encouraged to interact directly with the billboard, scratching the surface to release the aroma, effectively turning a static advertisement into a multi-sensory brand moment. 

This campaign highlights a growing trend in OOH where brands leverage “sensory marketing” to cut through the digital noise of the holiday season. By creating a physical interaction that triggers the sense of smell, Subway isn’t just showing its products; it is creating a visceral connection with the consumer’s appetite. 

The activation proves that in an increasingly crowded advertising landscape, OOH can be smelled, not just seen. By blending quirky influencer content with innovative print technology, Subway has successfully turned a London sidewalk into an immersive experience, making its festive menu the most “scent-sational” topic of the Christmas marketing season.