Fast food chain Taco Bell is challenging Britons to break free from the traditional meal deal status quo by switching up their tired old lunchtime habits.

Developed by creative agency Publicis London, ‘The Meal Deal Tacover’ will introduce the tex-mex franchise’s new Cravings Lunch Deal as an alternative to the perpetually depressing sandwich, crisps and drink combo.

Inspired by research conducted by Publicis London that revealed that as many as 77% of respondents have bought a supermarket meal deal in their lifetime, but only 18% feel very satisfied after eating it – Taco Bell’s meal deal aims to combat this lack of satisfaction.

“Our new campaign is a playful, though important, way to challenge the uninspired lunchtime options that have dominated the UK for far too long,” Taco Bell UK and Europe CMO, Chet Patel said.

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“With the Meal Deal Tacover, we invite everyone to elevate their lunchtime choices and embrace a flavourful, value-driven lunch.”

Running across out-of-home, social media, digital and even a Google Maps takeover, the creative will include lines such as ‘No one ever said slap-up sandwich’, ‘A sandwich is a slice of ham away from being just bread’, and ‘Nothing against tuna mayo, but it’s not a meal’ in a bid to truly change the UK’s lunch-time habits.

Publicis London CCO, Noel Bunting added: “We wanted to take a stand against the bland and bring back excitement to the British lunch break. It’s time for Big Sandwich to move over, there’s a new lunchtime hero in town.”