The Aroma Co has been engaged by Unilever Bestfoods UK to produce the first PopAroma™ campaign for the foods industry, supporting the latest addition to the Pot Noodle Snacks Company Range – The Sizzler.

The bacon flavoured Pot Noodle is being backed by a £1.6 million marketing campaign part of which will focus on the scent of the product by recreating the exact smell of sizzling bacon, which can then be sampled by consumers at the point of purchase.

The in-store promotion is being delivered by the Aroma Co into 500 Asda Stores.

The Aroma Co has been deployed by Unilever Bestfoods UK to produce shelf-edge cards fitted with PopAromaä, a device that when squeezed delivers a waft of the brand or product fragrance. According to Alistair Burgess, Category Manager at Unilever Bestfoods UK, “Even vegetarians salivate at the smell of bacon rashers in the pan on a Saturday morning”. Scent plays a vital role when communicating with consumers and in this case the smell is a particularly alluring one making it an even more powerful marketing tool.

Unilever Bestfoods UK is expecting ‘The Sizzler’ to become one of the top 5 selling Pot Noodle variants and is therefore is investing largely in marketing the product. The In-store campaign is being supported with television and poster advertising along with a national PR initiative. Simon Harrop, Managing Director of the Aroma Co says, “We are delighted to be working with such a fresh and creative brand. The Pot Noodles brand’s attention grabbing and often-controversial marketing tactics fit perfectly with our innovative tools. Unilever Bestfoods UK’s campaign will touch every sense - the launch of ‘The Sizzler’ will be difficult to miss.”