McCain “planted” giant 3D baked potatoes in 10 bus shelters as part of the UK advertising campaign for its newly launched Ready Baked Jackets.

Bus stations in 10 UK cities do not only host the giant spuds, but also their flavour: waiting passengers will be able to smell of freshly baked potatoes at the touch of a button on the poster’s display. The accurate smell of McCain’s microwaveable baked potatoes was developed by JCDecaux in approximately three months, as part of a campaign that is reportedly worth GBP1 million.

The giant fibreglass potato also warms up when releasing the smell of baked potatoes, while dispensing a coupon to buy the product as well.

“Ready Baked Jackets have the taste of an oven baked jacket but take a fraction of the time to cook. We just select the best British potatoes, drizzle them with sunflower oil and then slowly bake to perfection. So all you need to do is pop it in the microwave for 5 minutes and add your favourite topping”, according to McCain’s presentation.

They are available from all major retailers in packs of two for around GBP1.65 and in packs of four for around GBP2.50.

As the dish is present in 1.4 million British meals per year on average, it is said to “revolutionise jacket-potato eating in the UK”, according to McCain spokesman Mark Hodge. He added: “This is our most significant launch in years”. Industry analysts share McCain’s optimism, according to local press reports.