We are all visually tempted (or even tortured) by the the pictures in different billboards on our drive on the highway but this is probably the first time when our olfactory system will be affected too!

On a North Carolina highway, drivers will not just see the picture of beef on a new billboard but also smell the aroma coming from the sign.

The billboard showing a fork piercing a piece of meat. 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 scent, specially formulated by scent-air technologies, will be produced through June 18. It will be at its strongest from 7 a.m. to 10 a.m. and again from 4 p.m. to 7 p.m.



