Bloom billboard in Mooresville emits the smell of steak

Posted on 4 Jun 2010 by Justin Ruckman

“There’s something in the air along a busy local road, and it’s not just exhaust fumes: It’s the smell of grilled steak, courtesy of what appears to be the nation’s first scented highway billboard.

The Bloom grocery chain, part of Salisbury-based Food Lion, hopes to catch shoppers by the nose by wafting black pepper and charcoal smells from the base of a sign along River Highway (N.C. 150) in Mooresville.”

Read more by Jen Aronoff at the Charlotte Observer.