Drivers in North Carolina will have more than just exhaust fumes to smell says the Charlotte Observer.

A local grocery chain has erected what is believed to be the country’s first scented billboard.

The business partnered with a company that produces smells for hotels, stores and casinos to create their “eau de beef,” a mix of charcoal and black pepper meant to conjure up a freshly cooked steak.

Despite the novelty, scented outdoor marketing hasn’t caught on because of hard to control variables like wind and weather.

Photo by Charlotte Observer.

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