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MOORESVILLE, N.C. -- Bloom grocery stores are invoking all the senses in their new ad campaign.

The store, which is part of the Food Lion family, unveiled one of the nation's first scented billboards last week. The sign on River Highway in Mooresville emits the scent of freshly-grilled steak and fans it toward the road for commuters to enjoy.

Bloom hopes the scent will drive people to the nearest grocer to buy the new Sheffield & Sons USDA choice Angus brand of beef.

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.