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Delhaize Store Brands Focus on Seasonal BBQ Promotions

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June 8, 2010

Bloom billboardBloom grocery stores is tantalizing consumer senses using a new billboard advertising technology that emits the smell of cooking steak to promote its new line of store brand steak.

Located in Mooresville, N.C, the billboard along River Highway uses a system created by ScentAir of Charlotte, N.C., according to a report in the The Charlotte Observer. The sign is scheduled to emit the steak scent daily from 7 to 10 a.m. and from 4 to 7 p.m. until June 18.

This is the first roadside advertisement project for ScentAir, a custom-scent company, which designs fragrances and delivery systems for casinos and hotels.

The steak scent is created using a high-powered fan that blows air over cartridges containing fragrance oil, Murray Dameron, marketing director of ScentAir told The Charlotte Observer.
"It's basically a blend of black pepper and kind of a charcoal grilling smell," he said. "It smells like grilled meat with a nice pepper rub on it."

Another Delhaize America grocery chain, Hannaford Supermarkets, is promoting a new store brand line of spice rubs by applying them to any customer meat order free of charge, according to a Supermarket News report.

Marketed under the Taste of Inspirations brands, the rubs come in four flavors including Sweet Southern BBQ, Northwood Garlic, Herb Crust Rosemary & Garlic and Chicago Steakhouse. The chain recently added Monterey Citrus Pepper, a sodium-free rub

All the rubs, except Monterrey Citrus Pepper, can be applied to steaks, roasts or poultry orders for free.

Photo: Courtesy of The Charlotte Observer


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