Aromatic Billboard Attracts N.C. Motorists



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In North Carolina, a new billboard shows a fork piercing a piece of meat. The billboard emits the smell of black pepper and charcoal to promote a new line of beef available at the Bloom grocery chain. A fan at the bottom of the billboard spreads the aroma by blowing air over cartridges loaded with fragrance oil.

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Good morning. I'm Steve Inskeep.

Yogi Berra once said if you see a fork in the road take it. He may not have been referring to the fork now visible on a North Carolina highway. The fork is on a billboard, holding a piece of grilled meat. This is no ordinary billboard. It blows the scent of charcoal and black pepper toward passing cars. A local grocery store set it up, hoping to ambush drivers with what you could call a highway steak out.

You're listening to MORNING EDITION. Transcript provided by NPR, Copyright NPR.