Realestate.com.au launches Sales Scent campaign with celebrity chef Gary Mehigan

Realestate.com.au launches Sales Scent campaign with celebrity chef Gary Mehigan
Staff ReporterDecember 7, 2020

Celebrity MasterChef Gary Mehigan has starred in a two-minute film for realestate.com.au testing how smells can influence the valuation of house prices.

The film, titled ‘Sale Scents’, sees Gary Mehigan and aroma specialist Dr Megan Thornton was inspired by the idea that using aromatic citrus scents could help your house sell for more.

Gary and Megan test six scents with 44 people inspecting a property in ‘scent groups’m with each person then asked what they thought the home is worth.

The citrus scented home won the highest valuation.

Gary Mehigan said he was with most Australians in thinking that baked bread was the best smell to have through your home.

"Not so! Citrus scents are the most appealing at an open for inspection," he said.

"So while I reckon my brownies and bread pass the taste test, it’s lemons, limes and oranges that will make noses sing.”

Simon Bagnasco, executive creative director at BWMD said there is a prevailing theory in the community that if you bake bread or brew coffee you can sell your house for more.

"We decided to put that theory to the test with Gary and Megan in a creative and engaging way for realestate.com.au,” he said.

Six other short edits across realestate.com.au’s social channels will be released in coming weeks. 

Watch the video in full here.

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