Subway has launched a huge scratch-and-sniff stuffing-scented billboard to celebrate its new bread - as 77% of Brits crowned the classic roast dinner side their favourite festive smell.

Fast food giant Subway has unveiled a 15-metre display inspired by its new sage and onion stuffing-topped bread yesterday [December 8], surprising commuters and Christmas shoppers alike.

The novelty ad, which can be spotted in Blackfriars, central London, invites people to smell the unique aroma of the brand's new addition to its festive menu.

The interactive billboard was launched as research reveals 77% of Brits rank stuffing as one of their favourite smells of the season.

Christmas trees come a close second (50%), followed by roast turkey (39%) and cinnamon (39%) making the top three most cherish

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