Driving down the Northway, tunes blaring, windows open, cool breeze blowing through my hair…wait, do I smell steak??

Sorry, no.  At least not here.  Yet.

Drivers in central North Carolina, however, have been experiencing the intoxicating scent of pepper and charcoal while out cruising on the open road – emanating from a billboard advertising steaks sold at the Bloom grocery chain (part of the Food Lion chain of stores owned by the Delhaize Group, which owns our own local favorite, Hannaford).  The billboard is located on a busy stretch of NC Route 150 in Mooresville, and features a giant fork spearing a piece of medium-rare beef.

I think my grandmother has that same fork hanging in her kitchen.

According to a Bloom spokesman,

[T]he billboard will emit scents from 7 a.m. to 10 a.m. and 4 p.m. to 7 p.m. every day until June 18.  A high-powered fan at the bottom of the billboard spreads the aroma by blowing air over cartridges loaded with fragrance oil.

The aromas wafting from the ad are created by synthetic chemicals created by company called ScentAir Technologies, the self-proclaimed “market leader of in-store scent solutions for brands and retailers”.   (Hmm… I smell another interesting post coming on…)

I guess, since smell is such a powerful sense, this has the potential to be very successful.  However, I question the real estate judgement here: in front of a stinky gas station, and right next to a pool of stagnant water?  Blech.

Let’s just hope they don’t try using this technology to sell diapers.