Domino’s is no stranger to odd and bizarre marketing stunts. It’s latest – a DVD that smells like a pizza – may be one of its strangest (and most brilliant) yet.

Creativity Online reports that Domino’s Brazil has teamed up with ten video retal stores in Sao Paulo and Rio de Janeiro to cover popular DVDs with a thermal ink that lets off a pizza smell when heated. When the movie was over, the heated DVD would give off a pizza smell to the consumer. It was also painted to look like a pizza with the message, “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

I have to admit – it’s a pretty brilliant marketing strategy. It’s especially effective in countries like Brazil where streaming services have yet to really take off. Most consumers have to rely on DVD rental stores to check out the latest movies. Making the DVD smell like pizza would definitely make me hungry, and it just might work on hungry Brazilians as well.