Harper Collins targets consumers at “point of hunger” with scented bus shelter

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.”