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Creative Works Food & Drink Brand Strategy

Nacho average hat! Chiquito bows to viral pressure and creates edible sombrero


By Hannah Bowler, Senior reporter

December 21, 2022 | 3 min read

Social media drive from Tex-Mex chain could put a real-life nacho hat on the menu for 2023.

Chiquito adds real life nacho hats to its menu

Chiquito adds real life nacho hats to its menu

Chiquito is promoting a potential new addition to its menu if it can whip up enough social engagement – a real-life nacho hat, as made famous by Despicable Me and The Simpsons.

With a limited run of the chapeaus set to be made available in 2023, the UK-based Mexican restaurant chain has kicked off a social and influencer-led campaign, partnering with creative agency Rise at Seven to execute.

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Demand for nacho hats first appeared on Reddit and led to Chiquito posting on its TikTok account asking users to help convince its head honchos to make the edible headwear a reality. For the hats to become a permanent menu feature, Chiquitos has set the challenge of getting 10,000 new followers on TikTok and Instagram.

To drum up support for the sombrero-style giant nacho, Chiquito has posted vox pop street interviews on TikTok showing members of the public trying one on. In the #chiquitonachohat videos, passers-by are encouraged to give feedback. There will also be a gift card giveaway across Instagram and TikTok.

Influencers with a combined reach of 9 million followers have been roped in to film themselves pranking friends and family as to whether the hat is real or fake.

The hat is made entirely out of nachos available in Chiquito stores and even has a dipping hole with three salsa options to choose from. At first, they will have a limited run, but the restaurant chain claims that if they prove popular they could be a permanent feature.

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