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.
A high-powered fan at the bottom of the billboard spreads the aroma by blowing air over cartridges loaded with fragrance oil.
