The steaming billboards can be seen around Johannesburg at the Greenstone Mall (Edenvale), on the N1 Western Bypass, at Grayston Drive and Beyers Naude Drive, in Cape Town on the N1 De Villiers Graaf and on Durban's West Street.
So realistic are they that motorists have called the fire brigade, believing the billboards to be on fire. Spokesperson for Knorr, Ethne Whitley says, "We've quickly doused that idea and we'll be sending the firemen some Cup-A-Soup for their troubles."
Whitley says the steaming billboards are the perfect solution to winter woes. "While brainstorming the marketing of the new flavours and single serving sachets together with Kinetic, the steaming billboards idea took off."
Reportedly, the first billboards to produce steam, they billow steam at 12-2pm and 4-8pm, sending out the warming message of soup.
