Case Study

Dale Air and Advertising


It took the spirit and creative flair of 2 small Lancashire businesses- Dale Air and Merlyn Electronics- to find a way to meet the challenge from McCains, the potato people, to create a bus stop advert for baked potatoes. But it wasn't just a regular ad- the idea was to allow those waiting for the bus to smell the aroma of that classic meal- in the bus shelter! 

Merlyn Electronics have a burgeoning reputaion for creating innovative interactive adverts whilst Dale Air are best known for creating the horrible smells at Yorvik Viking Centre in York and the London Dungeon! They were starting with virtually a blank sheet of paper and time was against them.

Matt Ward from Dale Air commented, " Merlyn and ourselves built confidence in each other quickly around the need to act speedily to meet McCain's aspirations- the team at Merlyn knew the limitations of the bus stop and the ad board. They trusted me to find a route to blow the smell into the enclosed area as well as finding the correct aroma that would give people the genuine scent of baked potatoes on a busy urban street. The machine and aroma was created within 4 weeks- from scratch. 

 Luckily, Dale Air is part of the successful Anglo Family group of businsses, all based on one site in Whitworth- so I was able to call on the expertise and help in engineering and procurement I needed to meet a tight deadline"

Anglo family Group MD Simon Macaulay takes up the story, " It is really reassuring to me to see how two excellent Lancashire family businesses continue to offer real  innovation- Jonathan Eagle at Merlyn and our own Matt Ward should be proud of what they have achieved. Both have burnt the midnight oil to achieve this excellent result. We at Dale Air shared our knowledge and ideas with Merlyn- neither of us has flashy premises but we know there is a great network of skills in the Manchester area- and this is a good example, to me, of how manufacturing in the North West is undergoing something of a revival. This time around it isn't about big companies employing lots of people but is about small family businsses with expertise in their own specialist areas and the ambition to work hard to show real innovation"

The good news is that the ad's are working well- consumers really can smell baked poataoes in the bus stops in large UK cities. In addition the innovative campaign is causing a storm in the industry-and is certain to be much copied- all the hard work has been worth it!"



Another example of the work Dale Air is responsible for is the Kenco campaign in the image below. Our dispenser was built into the red box on their promotional milk float and surrounded celebrity guest, Claire Sweeney and the Kenco crew with an unmistakeable coffee aroma.

Dale Air and Museums

One of the great appeals of the Jorvik Viking Centre in York, UK is that the visitors have the opportunity to see, hear, touch and even smell the exhibitions.

"Use of aroma has been integral to the Jorvik experience since it opened twenty years ago. Our relationship with Dale Air, from the beginning, has made the smell experience at Jorvik one of the most unique memories for the Jorvik visitor.

Their quality of service and standard of product has been an essential part of our success. Our continued relationship with Dale Air has firmly established the use of aroma in our attraction and the development of new products for our retail."

Dale Air and Theatres

“The aroma’s in the theatre added another dimension to our cutting edge drama production. The audience feedback was very positive and we look forward to using a variety of aromas in forthcoming productions and theatre studies”.

“We used 2 Dale Air Vortex machines; one we strategically placed in an entrance area which filled the theatre foyer, and corridors with a subtle smell of heather. In our 450 seat theatre we positioned another machine near a main entrance door to again achieve a subtle background aroma of heather and bracken. The machines are easy to use and can be programmed very simply. At Westholme we are always looking at ways to improve and enhance what we do, with Dale Air we have found an ideal partner”.

Dale Air © 2015 — Anglo Brands Ltd (Registered in England No. 07188581) — Bridge End Mills, Tong Lane, Whitworth, Rochdale, OL12 8BG