FORSYTH COUNTY, N.C. – It looks like smoke coming from a fire that has lots of drivers calling 911 for help.

However, as you get closer to the smoke while driving down the highway in Winston-Salem you realize it’s not what you expected at all.

Instead, a billboard along the highway is sending smoke into the air and it's getting attention for all the wrong reasons. Drivers are calling emergency dispatchers to report a fire in the area.

Forsyth County Emergency dispatchers said they’ve received at least 50 calls about it within the past three days.

The billboard is for Biscuitville’s new Spicy Chicken and Honey Biscuit. The restaurant said it worked with local billboard partners to produce steam to emphasize the heat of the spicy chicken filet.

Biscuitville said it also contacted local fire departments ahead of time and made them aware of the promotional item. Biscuitville said “It’s not meant to cause fear or alarm in our community.”

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