Londoners are getting an unexpected festive treat this week as Subway unveils a giant scented billboard inspired by its brand-new sage & onion stuffing–topped bread. The playful “scratch and sniff” installation has appeared in Blackfriars, delivering a whiff of Christmas joy to commuters and shoppers alike.
The stunt ties into new research revealing that 77% of Brits consider stuffing one of the best smells of the festive season—beating out other favourite fragrances like Christmas trees (50%), roast turkey (39%) and cinnamon (39%).
According to the study, more than half of the UK (54%) believes scent plays a key role in creating the perfect festive atmosphere, while nearly half (49%) say that familiar seasonal smells instantly remind them of childhood.
A Festive Aroma That London Can Actually Smell
Kirstey Elston, EMEA Senior Marketing Director at Subway, says the idea was a natural extension of the brand’s much-loved fresh-bread aroma:
“At Subway, we’re famous for the unmistakable aroma of our freshly baked breads, and this year our festive edition – topped with sage & onion stuffing – takes that scent to a whole new seasonal level.
We all look forward to those familiar festive smells, so we thought: why not bring one of the nation’s favourites to the streets and add some joy to Londoners’ commutes?”
The billboard, available for just one week, invites visitors to scratch, sniff and enjoy the aroma of Subway’s limited-edition stuffing-topped bread—part of its recently launched festive menu.
What Smells Make the UK Feel Festive?
Alongside stuffing, other seasonal scents that boost Britain’s Christmas spirit include:
But it’s not all sugar and spice—some smells remain firmly on the naughty list. Brussels sprouts (25%) and artificial “holiday” air fresheners (19%) were ranked among the least loved.
Interestingly, 49% of Brits claim stuffing is the best part of Christmas dinner, with 92% planning to include it in their festive meal this year. Over half (59%) even think it should be illegal to leave stuffing off the table.
Subway’s 2025 Festive Menu
Subway’s full festive menu for 2025 is now available nationwide and includes:
Fans can also share the gift of Subs with physical and digital gift cards, offering flexible gifting options for Christmas.
To find your nearest Subway, visit: www.subway.com/en-GB
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