Featured Image for London bus stop is made to actually smell like chocolate fudge cake

London bus stop is made to actually smell like chocolate fudge cake

We’re all one step closer to selling our cars and taking the bus everywhere thanks to a bus stop that actually smells like chocolate fudge cake.

The bus shelter, brought to Londoners by book publisher HarperCollins and media agency MediaCom, is located on Tottenham Court Road and actually emits the scent of chocolate fudge cake from the vegan cookbook BOSH! The Cookbook.

Business Director at MediaCom Tom Mills says of the design:

“The BOSH! launch campaign stemmed from a great insight to target our audience’s hungriest moments. The challenge was bringing to life the amazing recipes within the book.

“Collaborating closely with Henry and Ian from BOSH!, our clients at HarperCollins and JC Decaux, we’re thrilled to bring the aroma and flavour of their delicious chocolate fudge cake to the streets of London.”

Ultimate Chocolate Fudge Cake

Posted by Bosh on Friday, 23 June 2017


The BOSH! chocolate fudge cake is a smooth, velvety dessert that is as decadent as cakes come but is 100% plant-based.

The cake recipe video has already been viewed 15 million times — that’s just how delicious it is — and will probably end up in my fridge if I beg someone enough to make it for me.

“With vegan, vegetarian and flexitarian eating so rapidly on the rise, we knew that we needed a standout campaign for a breakout book”, says HarperCollins HQ Marketing Director Joanna Rose.

“Targeting consumers at the ‘point of hunger’ with mouth-watering digital advertising, and creating an event advert that looks so good you can actually smell it, has perfectly combined the fresh, creative and tempting content of the book with a campaign that will tickle the taste buds (vegan or not) of our target audience”.

It looks like that bus shelter idea paid off. BOSH! just became the fastest selling vegan cookbook in history.

About the author

Rachel Oakley is an Aussie writer based in NYC with an obsession for the creepy, cool and quirky side of life. She’ll remind you she’s a vegan every chance she gets. Her IG is filled with doggo pics: @patty_pottymouth

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