THAT'S STEAM, NOT SMOG | Adweek THAT'S STEAM, NOT SMOG | Adweek
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THAT'S STEAM, NOT SMOG

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Local hamburger chain In-N-Out Burger has four new outdoor boards up around L.A. Protruding from each board is a model of a burger that almost looks good enough to eat. No, that's not a clump of smog you're seeing hovering around each board. That's steam rising off each juicy patty. How'd they create the steam and what's it doing to the L.A. skyline? The fake 'steam' is produced from heating an edible, FDA-approved liquid. The effect is entirely non-toxic and safe to the environment, according to In-N-Out agency Weller & O'Sullivan/L.A. The outdoor campaign's designed to get across that In-N-Out burgers are 'Hot From the Grill, Not the Heat Lamp.'
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