Modern Marketing

Taco Bell pranks public to think idle Big Ben chimes once more

By John McCarthy | Media editor



Creative Works article

November 20, 2018 | 3 min read

Taco Bell has played into the silence of the iconic Big Ben landmark by setting up speakers in Westminster to prank the public into thinking the landmark was once again active. In doing so, it suggests it has lent its bell to the Brits.

For the last year, the tower has been out of use and restoration efforts are progressing. In response, Edelman helped the outlet cause a stir in Westminster by reimagining its famous jingle in a guerrilla stunt tailored to raise awareness of the chain opening outlets in London.

It digitized its signature bell to deliver the appropriate chimes for the public. On 19 November, speakers were fitted into rickshaws, giving the brand the mobility to pull off the stunt without intervention from the law. The brand said it was lending its bell to give Big Ben back its voice and was paying homage to its 1996 stunt when it claimed it had purchased the famous Liberty Bell.

Taco Bell

Taco Bell's Big Ben speaker stunt

Marisa Thalberg, Taco Bell global chief brand officer, said: “Restoring Big Ben’s bell with our bell was the perfect way to introduce ourselves to London in a way only Taco Bell can.

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“We don’t take ourselves too seriously and have been known to play a prank or two. We hope our unique twist on Big Ben’s chimes brought surprise and humour to Londoners; this was our little arrival gift as we gratefully show up on London’s doorstep.”

Four Taco Bell restaurants are lined up to launch in London, upon a total of 28 more across the UK

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Taco Bell: Big Ben stunt

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