A Scented Subway Billboard Brings Christmas to London Streets
London is getting a festive surprise this week, and it’s not the kind that you hang on a tree — it’s one you can actually smell. Subway has rolled out a giant scented billboard in Blackfriars, and it’s inspired by the brand’s new sage and onion stuffing–topped bread. Yes, a full-on “scratch and sniff” billboard has been unveiled, giving commuters and shoppers an unexpected whiff of Christmas as they pass by.
The whole idea has been built around new research showing just how much the UK loves the smell of stuffing. According to the findings, 77% of Brits say stuffing is one of the best scents of the festive season. It even beats out Christmas classics like pine from freshly decorated trees, the comforting aroma of roast turkey, and the warm sweetness of cinnamon. More than half of people in the UK believe that scent is essential for creating the perfect festive mood, and almost half say certain holiday smells instantly take them back to their childhood.
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Subway’s EMEA Senior Marketing Director, Kirstey Elston, explained that the concept was a natural extension of something the brand is already known for: the scent of freshly baked bread drifting out of its stores. This year, their festive bread topped with sage and onion stuffing introduces an extra seasonal note. The idea was simple — if people look forward to the smell of stuffing at home, why not bring that joy onto the streets of London? So for one week, anyone walking by the Blackfriars installation can scratch the billboard and take in the aroma of Subway’s limited-edition festive bread.
And stuffing wasn’t the only scent that came out on top in the research. Other seasonal smells that lift Britain’s Christmas spirit include mulled wine, mince pies, and the unmistakable crackle and warmth of a roaring fire. But not every smell is loved equally. The least popular festive fragrances include the sharp scent of Brussels sprouts and the artificial feel of “holiday-themed” air fresheners. Interestingly, stuffing is such a national favourite that 49% of Brits consider it the best part of Christmas dinner, and 92% plan to serve it this year. A passionate 59% even think it should be illegal to leave it off the table.
Alongside the billboard, Subway has also launched its full festive menu for 2025 across the UK. It features the Ultimate Festive Sub, the Ultimate Festive Spud, a Turkey & Stuffing Footlong Dipper, and a Double Chocolate Orange Cookie. Fans can also pick up both physical and digital gift cards, making it easy to share their love of Subway during the holidays.
So if you’re out and about in London this week and catch a sudden hint of Christmas cheer in the air, it might just be coming from a very unusual billboard — one that’s been designed to be smelled before it’s even seen.
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