The Mooresville billboard for Bloom grocery stores is wafting the scent of steak along River Highway, using a system created by ScentAir of Charlotte, N.C., The Charlotte Observer reported Thursday.
Bloom spokeswoman Christy Phillips-Brown said the sign is scheduled to emit the scent every day from 7 to 10 a.m. and 4 to 7 p.m. until June 18.
ScentAir marketing director Murray Dameron said the project represents the first roadside advertisement for the custom-scent company, which has designed fragrances and delivery systems for facilities including casinos and hotel lobbies. He said the steak smell is created using a high-powered fan that blows air over cartridges containing fragrance oil.
"It's basically a blend of black pepper and kind of a charcoal grilling smell," Dameron said. "It smells like grilled meat with a nice pepper rub on it."