A giant cup of hot soup is one way to attract eyeballs.

Featured Project: A Hot and Steaming Billboard?

Baton Rouge, Louisiana based out-of-home advertising company Lamar teamed up with Tennessee-based ad company Outdoor Nation recently to create a campaign for fast-casual restaurant chain Panera Bread.

The campaign, which ran in six states, was perfect for a cold Midwestern winter. Using extensions and a smoke machine, it featured a giant steaming hot “bowl of soup,” enticing drivers to stop into their local Panera to warm up with some comfort food.

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