Taco Bell Canada started an innovative campaign which consisted of a billboard dispensing nacho cheese, referred to as the Cheesiest Billboard, to celebrate the launch of its Nacho Cheese Naked Chicken Chalupa, whose shell is made from crispy chicken. The billboard was live on Jan 19 for the whole day, next to Taco Bell’s flagship Queen West location in Toronto. Moreover, fans were encouraged to visit the billboard and bring any item they wanted to add cheese to. At the activation, Taco Bell also handed out a limited number of free samples of the new Chalupa menu item.