Its patch is usually more renowned for the aroma of fresh fish – but today’s edition of the Grimsby Telegraph will smell of bread!
In what is believed to be a first for a regional newspaper, the Northcliffe title is using the latest in ink technology as part of a week-long promotional campaign.
Editor Michelle Lalor said: “Whilst news is, of course, our bread and butter, issuing a scratch ‘n’ sniff newspaper is a bit of fun to link in with a great promotion.
“We have been celebrating the brilliance of bread all week. As well as giving away toasters and toastie makers, it culminates in a free bread baton with every copy of the Grimsby Telegraph sold at Tesco Cleethorpes tomorrow – and the paper smelling of bread!
“We understand we are the first regional newspaper in the country to use the ink that gives the pages of the paper an aroma.
“3D technology is the latest in the visual world – we’re taking it to a different level in probably the first technological breakthrough since newspapers went colour.”
The “smell” is added to yellow ink before printing – and other aromas are also available.
Michelle said the paper hoped to double its sale at Tescos as a result of the move.