A year of free Taco Bell is on the line, but there’s a catch…

Inspired by those late-night “would you rather” debates, this campaign takes the game public: how far would you go for a year of Taco Bell?

Each hot sauce packet carries a twist on the campaign’s CTA: “A year of free Taco Bell, but…” Scanning the QR code enters customers into the sweepstakes while serving up prompts like “…your hair changes color daily” or “…you wear your shoes on the wrong feet.”

The goal: spark conversations everywhere—from group chats to road trips—about what people would trade for endless tacos and crunchwraps. In-house media like commercials and online videos will highlight humorous scenarios that bring these “catches” to life, all with a year’s worth of Taco Bell as the ultimate prize.