Restaurant chain Taco Bell is inviting Britain’s “bravest” to embrace something bold and different, both in their food choices and hairstyles in a new social-first campaign.

Crafted in collaboration with creative agency Publicis London, the marketing drive celebrates the launch of a new item on the Taco Bell menu, the Chicken Nachos, by daring customers to get a triangular ‘nacho chop’ haircut.

According to the brand, the campaign is based on the insight that British people crave innovative meals, despite often returning to familiar flavours.

Noel Bunting, chief creative officer at Publicis London, said: “With this campaign, we wanted Taco Bell to stand out in a way that’s unexpected, bold, and undeniably fun, all while staying true to its distinct brand personality.”

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“‘The Nacho Chop’ isn’t just making an impression, it’s leaving one — in minds and on heads — embodying our fearless creativity that sparks conversations, deepens connections, and moves the world,” he added.

Barber and former contestant of the BBC’s The Traitors, Tyler Smith, gave haircuts to participants at Taco Bell’s Camden High Street restaurant in London. In return for stepping out of their comfort zone, participants were rewarded with up to a year’s supply of free Chicken Nachos.

“Brits often stick to their routines, so it’s understandable that trying something new can be daunting. At Taco Bell, we champion those who dare to be different and step away from the usual,” said Lucy Dee, marketing director, Taco Bell UK.

“‘The Nacho Chop’ was a fun initiative by the brand to inspire everyone to venture beyond their comfort zones.”