... press a button which activates a hidden heating element. This gently warms the potato and releases the tempting aroma of a slow oven-baked jacket potato throughout the bus shelter.
The aroma was developed over three months in collaboration with a specialist scent laboratory to accurately match the warming scent of McCain's sensual spud.
In a neat marketing double-whammy, the bus shelters will also dispense money-off coupons to enable people to try the new product for themselves.
The campaign was created by London agency Beattie McGuinness Bungay.