The scent of Heston’s Lemon Myrtle Hot Cross Buns rose off the pages of all major metro newspapers on Saturday 15th March to launch the first offering from the new Heston for Coles range via scented advertising agency, Reed Pacific Media in conjunction with Coles and UM.
The aromatic advertisement featured notes of lemon myrtle and orange with undertones of spicy ginger.
The aromatic advertisement appeared across the weekend newspapers allowing customers to engage with the product and experience the scent of lemon myrtle and ginger before they even step foot into a Coles store.
Heston’s Lemon Myrtle Hot Cross Buns incorporate the traditional flavours of Australian grown sultanas and spicy ginger with indigenous Australian lemon myrtle and encased in a refined brioche-dough bun.
Says Simon McDowell, Coles marketing and store development director: “For the launch of the Heston for Coles Lemon Myrtle Hot Cross Buns, we knew we could do more than just show customers – we wanted them to experience an element of the product through creative communication.
“Using innovative publishing technology, the heart-warming, sweet, spicy and uniquely Australian aroma of Heston’s hot cross buns drifts off the page. We cannot wait for Australia to taste the first bites of the Heston for Coles range.”