Private Brands “Bloom” With Tasty Scents

Today the Charlotte, North Carolina daily the Charlotte Observer covers the new, first in the country, scented billboard for the Salisbury, NC based grocer Bloom, The billboard created by local agency Birdsong Gregory celebrates the launch of Bloom’s new Private Brand for Beef Sheffield & Sons. This is a great example of applying innovative strategies and technology to build Private Brands.

According to the Charlotte Observer article:

Bloom fired up the grill-board last Friday to promote its new line of beef. It will emit scents from 7 to 10 a.m. and 4 to 7 p.m. every day until June 18, spokeswoman Christy Phillips-Brown said. It shows a towering fork piercing a giant piece of meat, and is visible to westbound traffic.

The company developed the idea with Charlotte advertising agency Birdsong Gregory and Charlotte-based ScentAir, which provides custom scents and fragrance-delivery systems for businesses, including hotel lobbies, casino gambling floors and retail stores. A billboard is a bit outside of ScentAir’s usual realm, but it appreciated the creative challenge, marketing director Murray Dameron said.

A high-powered fan attached to the bottom of the billboard pole disperses the aroma by blowing air over cartridges loaded with fragrance oil, Dameron said. ScentAir has also used the system at outdoor events or large indoor spaces, including during the 2008 World Series at Tropicana Field in St. Petersburg, Fla. Yes, he said, fans noticed that the domed stadium smelled like oranges.

For the billboard, he said, “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.”

To learn more about Bloom’s Private Brand strategy and the launch of  Sheffield & Sons, Angie Hunter of Bloom and Jim Cusson of Birdsong Gregory will present at The Private Brand Movement Conference, September 27-29, 2010 at the Hotel Sax in Chicago. The presentation titled “Adding Sizzle to Bloom’s Beef: Marrying the Quality of Product to the Brand” is sure to be eye-opening.

My Private Brand readers are eligible to receive a 20% discount off standard rates when they register using the code MYPBRAND.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.