Quite literally, in fact. Vegans aren't going to be happy with the marketing group's latest efforts, which includes billboards that smell of cooking meat.
Mumbrella reports on the initiative, part of the "Beeflex" campaign. It's frankly somewhat out there. They're set to run in Sydney, and will reportedly waft cooking beef smells from roadside poster sites and bus shelters in order to convince us all to eat more fleshy protein.
Bus shelters I get, although they'll have to work hard to overcome the other kinds of odours that permeate such places, but roadside signs? Who's going to stop and sniff those? [Mumbrella]