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Bloom Billboard Makes Scents

Bloom stores are promoting the chain's new line of private-label beef with a billboard that produces a scent of grilled steak.

Jon Springer, Executive Editor

June 3, 2010

1 Min Read

JON SPRINGER

SALISBURY, N.C. — Bloom stores here are promoting its new line of private-label beef with a billboard that produces a scent of grilled steak.

Bloom, a Food Lion brand known for its creative advertising approach, erected the billboard last week in Mooresville, N.C. Designed to look like a giant fork spearing a piece of meat, the billboard uses an attached fan to disperse charcoal and pepper fragrance from scented oil. Bloom partnered with Charlotte, N.C. based advertising agency Birdsong Gregory, and used scent marketing from ScentAir Technologies, also based in Charlotte, to create the billboard.

It is scheduled to pump out scented air from 7 a.m. until 10 a.m. and from 4 p.m. until 7 p.m., through June 18. The billboard promotes the launch of Bloom's Sheffield & Sons USDA Choice Angus brand of beef.

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About the Author

Jon Springer

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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