CHARLOTTE, NC - The billboard's picture is pretty tempting -- a bite of juicy steak. But this billboard offers another component: aroma. As you walk or drive past, you'll notice an aroma of hickory BBQ steak.

Bloom grocery stores are trying to pitch a new kind of beef they have on the shelves. According to Angie Hunter, of Bloom Grocery Stores "in terms of being creative -- with all of the advertising around -- you want to be able to jump out and grab the consumer's attention."

And this new billboard will literally jump into people's cars, as it emits an aroma. It's the brainchild of Charlotte company ScentAir Technologies.

"Scent is the sense closest linked to memory and emotion - so to add it to what you see and hear completes this multi sense experience," explained Murray Dameron at ScentAir Technologies.

A big fan blows the scents in this case a mix of smoky bar be que and black pepper - 30 to 50 yards into the roadway. The billboard is one of the first of it's kind in this country - and a first for ScentAir, which typically develops custom fragrances for places like casinos and hotels.

This is it's first day in operation - the scent will be strongest during the morning and afternoon rush hours.

"There are several other billboards that look like this one all across Charlotte -- but this is the only one that smells -- and you're only going to be able to smell the smell until June 18th at this location."