CHALLENGE

Taco Bell was launching an unusual new snack into a competitive market, its chicken nachos. Our job was to drive conversation and sales by challenging Brits to try the new snack and get them talking about both the chicken nachos and the brand itself.

HOLY INSIGHT

Brits have a fear of something new. 90% of Brits want ​to try new things, ​but 72% are held back by ​uncertainty or fear​. And one thing Brits fear changing beyond all else is their haircut.

Our idea centred around challenging members of the British public to face this biggest fear – in return for some free deep-fried triangles. Put simply: Our nachos are chicken, are you?

SMALL-POWERFUL IDEAS

To bring the challenge to life, we turned a central London Taco Bell into a real-life, functioning barber’s shop, inviting people to undergo a daring new haircut – the Nacho Chop – in exchange for free chicken nachos until their hair grows back.

Famed barber and former contestant of BBC’s The Traitors, Tyler Smith, carried out the daring trim for participants which was inspired by the triangular shape of the nachos. Queues started forming down the street, thanks to a ton of pre-promotional press articles, and we then took the jaw-dropping picture and video results, underpinned it with research about Brits’ fear of change and sold it into press.

To drive further social buzz and conversation, we invited press and influencers down to experience the stunt for themselves and of course try the new snack which they then reviewed.