MOORESVILLE, N.C. - It's not just the picture of beef on a new billboard in North Carolina that tries to catch drivers' attention, it's the aroma coming from the sign.
The billboard on N.C. 150 in central North Carolina emits the smell of black pepper and charcoal to promote a new line of beef available at the Bloom grocery chain. Bloom is part of the Salisbury, N.C.-based Food Lion chain.
The billboard shows a fork piercing a piece of meat.
A Bloom spokeswoman says the 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.
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A high-powered fan at the bottom of the billboard spreads the aroma by blowing air over cartridges loaded with fragrance oil.