The billboards have a hidden compartment that stores the fast food restaurant's fries.
McDonald's has displayed billboards diffusing the scent of French fries in the Netherlands, according to Food & Wine.
The publication reports that the billboards have a hidden compartment that stores the fast food restaurant's fries. An internal heat-and-ventilation system diffuses the smell within approximately 16 feet of the billboard.
Food & Wine reports that the billboards were created as an experiment to see if passersby could identify the scent, as they were strategically placed approximately a tenth of a mile from a McDonald’s location.
Amsterdam-based agency TBWA\Neboko reportedly collaborated with production company Raúl&Rigel to bring the billboards to life.
