Juicy Advertising: Steak-Scented Billboard Whets North Carolina Appetites
Travel News — By Ben Van Loon on July 14, 2010 at 6:00 amIf you’ve been spending any time in Mooresville, North Carolina lately, you might have been smelling something appetizing, or at the very least, strange.
Bloom Grocery Store recently consulted with ScentAir, a unique marketing company, to create – yes, you guessed it – a steak-scented billboard. View the CBS news report here.
In a campaign clearly exclusive to carnivores, the Bloom grocery stores (Food Lion’s version of Whole Foods) sought to bring more traffic to their North Carolina chain by trying something different, and clearly the campaign has worked. During the commuting hours of 7am to 10am and 4pm to 7pm, the billboard emits a scent based on a combination of black pepper and charcoal, utilizing a system of fans and chemical compounds. Like a scratch-n-sniff without the scratching, and all of the delicious, steakey sniffing.
ScentAir claims that Proust is the inspiration for the idea behind their marketing. Their other big accounts, aside from Bloom, include Sony, Coors, and even Bloomingdales, who by all reports claim that the marketing system works. ScentAir has over 1,600 scents in their library, and it truly is a wonder that even the scents drifting through the air have been copyrighted.
Did you get to smell the advertorial goodness? Unfortunately, the billboard only ran until June 18th to check out the billboard. Well, you know where to go if you want your steak :)
[Image: obswhatsinstore]
1 Comment
A great fun billboard this that you have highlighted. I love it when companies have fun with their advertising. I have highlighted some more examples here in my blog post:
http://www.redcmarketing.net/blog/having-fun-with-advertising-billboards/