London commuters were greeted with an unexpected aroma in a train tunnel by Magnum ice cream company, which has launched a “multi-sensory” ad campaign in a tunnel linking St Pancras railway station and the King’s Cross St Pancra Tube stop. The campaign was designed to recreate the experience of eating chocolate ice cream, but some commuters were confused as the aroma was not blending well with the station's existing scent profile. The company has received mostly positive feedback since the campaign launched on March 9 and will continue to optimize the campaign before it ends on March 22. However, some commuters have complained about the smell entering their break room at St Pancas station. Transport for London (TfL) workers based at the Tube station have also reported the issue to the management of St Pancrans station.