Coles promote Heston Blumenthal hot cross buns with scented ad

Coles is promoting Heston Blumenthal’s lemon myrtle hot cross buns with a scented ad in all the major metro newspapers today.

The advertisement, developed by specialist scented advertising agency Reed Pacific Media in conjunction with Coles and UM, will feature notes of lemon myrtle and orange with undertones of ginger.

Coles marketing and store development director Simon McDowell said: “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 will drift off the page this Saturday. We cannot wait for Australia to taste the first bites of the Heston for Coles range.”