Loyalty360 Reads: CLEAR and American Express Continue Partnership, McDonald’s Introduces Sniffable Billboards in Netherlands, and Kraft Heinz Rises Against Hunger

CLEAR Renews Partnership with American Express To Enhance Customer Experience at Airports 

The secure identity company CLEAR will continue its partnership with American Express to deliver more value to its card members at airports. The partnership will offer members more seamless travel experiences by expediting security measures when checking in. American Express first announced its partnership with CLEAR five years ago, and it was set to expire this year before American Express exercised an extension that was outlined in the agreement. 

“CLEAR makes the customer experience safer and easier, bringing predictability to the friction-filled airport experience,” said Kenneth Cornick, CLEAR’s President and Chief Financial Officer. “We are excited to continue our partnership with American Express. Together, we are committed to delivering the best experiences to our customers and members.” 

American Express members with a Hilton Honors Aspire Card, an American Express® Green Card, or any of American Express’ Consumer, Corporate, or Small Business Platinum Cards can continue to benefit from the partnership by receiving up to $189 in statement credit per calendar year. 

Learn more about Card eligibility here: https://www.americanexpress.com/en-us/travel/benefits/clear/  


McDonald’s Debuts Scented Billboards in the Netherlands 

Imagine walking or driving near a billboard and being greeted with the unmistakable smell of McDonald’s French Fries. It might seem far-fetched, but that’s exactly what passersby within five meters of the new McDonald’s billboards in Utrecht and Leiden are experiencing.  

McDonald’s Netherlands recently launched an innovative advertising campaign leveraging one of the brand’s assets: the distinctive aroma of McDonald’s. The fast-food giant introduced “sniffable” plain yellow and red billboards targeting the olfactory senses with no visible branding, transforming the outdoor advertising and consumer experience. 

“McDonald’s is all about Good Times,” said Stijn Mentrop-Huliselan, CMO, McDonald’s Netherlands. “We are well known for our distinctive brand assets that they are mostly visual. Smell has been proven to be more effective at sparking clear and emotional memories than images. With the inclusion of this next sense in our advertising, we found a new way to remind people of Good Times at McDonald’s.” 

The billboards are positioned within 200 meters of a McDonald’s restaurant to tempt nearby consumers to visit a McDonald’s restaurant.  

Experience the fun by watching a promotion for the new campaign launch here:


Kraft Heinz Renews Partnership with Rise Against Hunger to Combat Starvation 

The Kraft Heinz Company Foundation announced it is renewing its commitment to fight global hunger by continuing its partnership with Rise Against Hunger. Kraft Heinz is pledging $15 million over the next three years, building on a decade-long partnership to provide crucial nutrition to those in need worldwide. 

“At Kraft Heinz, we aim to provide 1.5 billion meals to people in need by 2025,” said Andrea Budelli, President of The Kraft Heinz Company Foundation and Chief R&D Officer of Developed & Emerging Markets at Kraft Heinz. “Our extended partnership with Rise Against Hunger will help us make great strides toward this ambition. We’re incredibly grateful for Rise Against Hunger’s leadership in the fight to end global hunger and humbled to play a part in their efforts.” 

The partnership will also facilitate the local and regional procurement of 5.5 million meals and bolster sustainable agriculture initiatives. These projects are expected to yield the equivalent of 250 million meals, significantly advancing food security in underserved regions. Kraft Heinz employees will also engage in numerous volunteer activities and participate in global hunger relief efforts. 

Rise Against Hunger has helped 8.9 million people over the last three years, thanks to Kraft Heinz’s support, providing meal donations and engaging in sustainable agriculture projects across 48 countries in Africa, Asia, the Caribbean, Europe, and Latin America. 

View the life-changing partnership in action here: https://www.youtube.com/watch?v=T-WtISZG8Jk 

Read More on Trends, Updates, and Industry Leaders   


Original Article Links:  


McDonald’s Netherlands uses scent for their latest campaign 

The Kraft Heinz Company Foundation Commits $15 Million Over Three Years to Rise Against Hunger to Provide 463 Million Meals to People in Need 

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