A grocery chain in the United States has introduced what is believed to be the country’s first scented highway billboard. The Bloom grocery chain, a subsidiary of Salisbury-based Food Lion, has installed an advertisement along River Highway (N.C. 150) in Mooresville that releases the aroma of grilled steak, aiming to attract customers by engaging their sense of smell.
While scent-based marketing has been employed in enclosed spaces such as retail stores, hotels, and casinos, its application in outdoor advertising remains relatively rare. This initiative is intended to differentiate Bloom’s advertising efforts in an environment where traditional visual and auditory advertisements compete for consumer attention.
Concept and Implementation
The advertisement, developed in collaboration with Charlotte-based advertising agency Birdsong Gregory and scent technology provider ScentAir, features a billboard displaying an image of a fork piercing a piece of steak. A high-powered fan attached to the base of the structure disperses a fragrance that combines black pepper and charcoal aromas, designed to simulate the scent of grilled meat. The scent is released during designated hours—morning and evening—targeting peak commuting times.
ScentAir, which specializes in custom fragrance systems for businesses, has previously used similar technology for events, including the 2008 World Series at Tropicana Field in Florida, where the stadium was infused with the scent of oranges.
Challenges and Public Response
While the initiative is innovative, scented advertising in outdoor spaces presents certain challenges. Factors such as wind patterns and weather conditions can affect the distribution of the scent, potentially limiting its effectiveness. Reports from individuals in the vicinity of the Mooresville billboard suggest that the scent’s range is limited, with some people unable to detect it unless they are in close proximity.
Past experiments with scented advertisements have also met with mixed reactions. In 2006, the California Milk Processor Board launched a campaign in San Francisco that infused bus shelters with the scent of chocolate chip cookies. The campaign was discontinued after public complaints, particularly from individuals with respiratory conditions and concerns about the ethics of exposing economically disadvantaged populations to food-related scents they may not afford.