A creative vegan campaign has launched at bus shelters across England. Produced by marketing firms HarperCollins and MediaCom’s TED, the advertisement emits the scent of chocolate fudge cake, a recipe from upcoming vegan cookbook BOSH! The Cookbook. In 2016, London-based friends Henry Firth and Ian Theasby founded viral cooking-video series BOSH!. Last year, the duo received a six-figure deal to author their first book BOSH! The Cookbook. “With vegan, vegetarian, and flexitarian eating so rapidly on the rise, we knew that we needed a standout campaign for a breakout book,” HarperCollins HQ Marketing Director Joanna Rose said. “Targeting consumers at the ‘point of hunger’ with mouth-watering digital advertising, and creating an event advert that looks so good you can actually smell it, has perfectly combined the fresh, creative, and tempting content of the book with a campaign that will tickle the taste buds (vegan or not) of our target audience.” While it will officially be published on May 1, BOSH! The Cookbook has already become the fastest-selling cookbook of 2018, according to data gathered by Nielsen BookScan.