If you find yourself driving down River Highway in Mooresville, NC this summer and suddenly smell a vaguely steak-like odor, don’t worry, you’re not having a stroke. You’re passing by the billboard for Bloom, a supermarket chain that’s owned by Food Lion. The billboard went up last Friday and poots out a charcoal-and-pepper fragrance from 7 to 10 a.m. and again from 4 to 7 p.m.

The giant fan at the base of the billboard is supposed to blow the scent 30 to 50 yards out, but the Charlotte Observer checked it out this weekend and said the results were hit or miss, depending on the weather.

Close up, a black peppery, grill-evocative smell was noticeable, particularly in a favorable breeze. Outside of about 15 feet away, however, it was difficult to perceive, and indistinguishable during a ride past with the windows down.

“Eau de marketing, with hint of pepper” [Charlotte Observer via RetailWire]

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