Bloom Billboard Makes Scents

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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