Ad of the year material right here
Credit: Photo by Craig Barritt via Getty Images

Nacho cheese is a gooey gift from the gods. It makes even the plainest tortilla chips palatable, and adds an element of delicious decadence to any food it touches. But do we really love nacho cheese enough to interact with an advertisement to eat it?

Well, Taco Bell Canada is hoping the answer to that question is yes. In the latest marketing effort by the fast food chain that loves publicity stunts, residents of Toronto will soon be able to access liquefied cheese product dispensed by a billboard not far from the city’s main Taco Bell location.

That’s right: Taco Bell has turned an out-of-home advertisement into the same kind of nacho cheese dispenser you’d find in a convenience store. It’s all part of an effort to promote the new Nacho Cheese Naked Chicken Chalupa, which takes the existing fried-chicken-as-taco-shell format of the naked chicken chalupa and adds—you guessed it—nacho cheese.

“Kicking off the year with a nacho cheese-dispensing billboard means that 2019 will be as crazy as ever for us,” Veronica Castillo, head of marketing at Taco Bell Canada, said in a press release. “Plus, our fans know it’s impossible to deny the appeal of warm, gooey, zesty nacho cheese, and we couldn’t agree more.”

Open to provide its bounty of nacho cheese from only 11:30 AM to 2:30 p.m. on January 19, the Taco Bell billboard invites loyal customers and morbidly curious onlookers to smother any food item they might have on hand with nacho cheese. That includes the Nacho Cheese Naked Chicken Chalupa (the lunchtime cousin of the absurd Naked Egg Taco), which will be available at the billboard on a first-come, first-serve basis.

It’s hard to argue that dispensing nacho cheese outside in the middle of the Canadian winter is a great idea, as the current Toronto forecast shows a high of 27ºF (just under -3ºC) for January 19th. So if you’ve ever wondered what temperature nacho cheese freezes at, this is an opportunity you won’t want to miss.