Marketing Innovation – Scented Billboard

Commuters on River Highway (N.C. 150) near Lake Norman in Mooresville were greeted with the smell of grilled steak coming from a billboard designed to entice their appetites. The Bloom grocery store chain, part of Food Lion, erected the giant sign to promote its new brand of beef. It’ll disperse the scent during rush hour, from 7 to 10 a.m. and from 4 to 7 p.m., every day until June 18. Bloom worked with Charlotte-based ScentAir, a leading scent marketing and branding company who normally focuses on indoor scents.


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