A giant scented billboard has landed in London this week – inspired by Subway®’s new stuffing topped bread – as research reveals the best smells of the festive season.
Surprising commuters and Christmas shoppers alike with one of the standout scents of the season, the novelty ‘scratch and sniff’ billboard replicates the unique aroma of Subway’s brand-new sage & onion stuffing-topped bread, launched as part of this year’s festive menu.
It comes as new research reveals 77% of Brits rank stuffing as one of their favourite smells of the season, with Christmas trees (50%), roast turkey (39%) and cinnamon (39%) topping the list of the most cherished festive aromas.
More than half (54%) of Brits agree smells are integral in creating the perfect festive atmosphere, and almost half (49%) say they remind them of their childhood.
EMEA Senior Marketing Director at Subway® Kirstey Elston, said: “At Subway® we’re famous for the unmistakable aroma of our freshly baked breads, and this year our festive edition – topped with sage & onion stuffing – takes that scent to a whole new seasonal level.
“We all look forward to those familiar festive smells, so we thought why not bring one of the nations favourites to the streets and add some joy to Londoners’ commutes in the lead-up to Christmas. And if you think it smells good, we guarantee it tastes even better.”
Other seasonal scents that get the nation feeling festive include mulled wine (23%), mince pies (18%), and a roaring open fire (18%).
The research also found that nearly half (49%) of the nation view stuffing as the best part of their Christmas dinner, with a further 92% planning to eat the accompaniment as part of their festive meal this year. 59% of Brits would even consider it a crime not to include it on festive dining tables.
While more than a third (37%) of Brits say the smells of the season are their favourite thing about Christmas, the unfavourable festive fragrances they don’t pine for include Brussel sprouts (25%) and artificial ‘holiday’ air fresheners (19%).
Nestled in the heart of Blackfriars, the interactive scented billboard gives commuters and passers-by a delicious hit of Christmas before the big day. Up for one week only, just scratch, sniff, and enjoy the delicious scent of Subway’s new limited-edition stuffing-topped bread.
Subway recently unveiled its festive menu for 2025, featuring the brand-new Ultimate Festive Sub and Ultimate Festive Spud, alongside other new festive items, including a Turkey & Stuffing Footlong Dipper and Double Chocolate Orange Cookie – available now nationwide.
And with physical and digital gift cards available too, fans can now share their love of Subway in a way that suits them – offering even more convenience, flexibility and delicious possibilities this Christmas.
