Remember how, as a kid, just smelling McDonald's was enough to make you get up and dance?

Well, the Golden Arches are tapping into that nostalgic vibe with a weird but genius campaign in Europe:

McDonald's restaurants in the Netherlands have debuted a revolutionary way to turn consumers on to their iconic burgers and fries — by launching the "world's first billboard" that smells like their food.

"This is the first time that a billboard has been used to diffuse the McDonald's scent," Golden Arches reps described in a statement this week about the aromatic advertising initiative.

The first time!

It's truly a wonder they didn't think of this before.

And you gotta admit, it looks like a hit!

People are loving the smell!

Now, the cynical part of me immediately thinks that they're just using some sort of chemical mixture to generate a synthetic McDonald's scent.

But it turns out that they're actually just putting McDonald's food into the billboard!

The billboards "are strategically placed within 600 yards of a McDonald's so customers can follow the scent trail to the source."

They literally want people to follow their noses. 😆

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