Harper Collins targets consumers at “point of hunger” with scented bus shelter
By Georgina Vincent on Wednesday, April 25, 2018
To launch their new vegan cookbook from online duo Bosh!, publishers Harper Collins has installed a delectably scented bus shelter at Tottenham Court Road targeting hungry consumers on their commute home from work.
Joanna Rose, HarperCollins HQ marketing director, said: “With vegan, vegetarian and flexitarian eating so rapidly on the rise, we knew that we needed a standout campaign for a breakout book.
“Targeting consumers at the ‘point of hunger’ with mouth-watering digital advertising, and creating an event advert that looks so good you can actually smell it, has perfectly combined the fresh, creative and tempting content of the book with a campaign that will tickle the taste buds (vegan or not) of our target audience.”