Blake's Lotaburger is a hamburger chain with 75 locations throughout New Mexico. As famous as their signature green chile cheeseburgers are the chain's giant metal 'Lotaman' signs featuring a man in red, white and blue holding a marquee board. The marquee messages, in some cases, had been advertising the same 'new' menu items for years when we got the idea we could use them to have a bit of fun. We wrote the kind of lines we would like to see. Some of them even related to food. The weird signs appeared in blogs. We got some buzz for our client and spent almost nothing. After the signs were featured on the news, some of the store managers took to writing their own clever messages. Shortly after, the signs went back to trumpeting menu items."