Billboard Smells Like A Steak
The Bloom grocery store chain, part of Food Lion, erected a giant sign to promote its new brand of beef. It disperses the smell of steak during rush hour, from 7 to 10 a.m. and from 4 to 7 p.m. It pairs the smell with a big visual, showing a giant piece of steak and a French fry on a giant fork, and is one of the first of its kind in the country.
Bloom worked on the campaign with Charlotte advertising agency Birdsong Gregory and Charlotte-based ScentAir, a leading scent marketing and branding company. ScentAir normally focuses on applying scents to indoor environments, so the outdoor space proved a bigger challenge, the company said.