Cheesy Promo Tops The Bill(board) in Toronto

taco-bell

News of an unusual promotion by Taco Bell in Toronto has prompted comments in The Toronto Sun expressing various levels of interest and disgust as well as one pun that milks the promo for all it’s worth… or less.

The purveyor of pseudo Mexican fast food this Saturday (January 19) will have a billboard next to the company’s main Toronto location dispensing “warm, gooey nacho cheese” onto TB snack items offered up by consumers.

A press announcement declared early this month that the three-hour cheese puffery will promote the launch of the Nacho Cheese Naked Chicken Chalupa, a more cheesy rendition of Taco Bell’s Naked Chalupa – which features a crispy marinated chicken shell stuffed with nacho cheese.

“Can’t wait,” Jason Brearly enthused.

“Somehow I have visions of a billboard beside the highway dripping with cheese [with] seagulls, flies and rats all enjoying the bounty,” David Shortling commented. (He doesn’t note where flies will come from in mid-January.)

How long, wondered Mark Black, “do you reckon before the first botulism case shows up and how long before people find bugs in their nacho cheese?”

Julie Mitchell spread a different message: “What a friend we have in cheeses.”

The weather forecast anticipated light snow and temperatures in the area of -10C (14F) for Saturday.

Marketing Dive noted that the “Cheesiest Billboard” is the latest in a long line of stunts from Taco Bell, which is vying to attract Gen Z consumers, who are showing slightly more interest in fast food than older generations.

Taco Bell in November “hijacked” the Big Ben clock tower in London to celebrate new restaurant locations opening in the city. The famous tower has been under construction and silent for more than a year. Taco Bell worked with a sound engineer to compose the chimes using parametric speakers in the surrounding area to recreate the famous Taco Bell bell toll. The chain also unveiled CrunchWrapping Paper for holiday gift wrap and the Baja Blast Hair Salon offering blue dye jobs in previous marketing stunts last year.

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