Subway launches ‘Sniffmas’ billboard

Sandwich chain Subway has unveiled a “scratch and sniff” billboard in Blackfriars, London.
The installation, designed by social creative agency Fabric Social and Subway’s culinary and innovation team, replicates the scent of the brand’s sage and onion stuffing-topped bread.
It was launched by social media star Margaret Keefe (‘Grime Gran’).
The chain combined molecules in the lab, which were then stabilised with a carrier oil and Microencapsulated in a plastic