Taco Bell UK is celebrating National Taco Day today with a promotion offering its customers a free taco. To claim their prize Taco fans just need to WhatsAppi the taco emoji from their phone to http://ta.co/UK. They can then head to one of the 71 Taco Bell UK restaurants nationwide and exchange their taco emoji text for a real-life taco – a hard shell corn tortilla, filled with beef or black beans, topped with cheddar cheese and freshly chopped lettuce. The first 100 fans to visit the London Baker Street restaurant will receive their free Crunchy Taco from YouTuber, Chunkz.

To drive taco-lovers to Taco Bell, media agency Spark Foundry has activated paid media, digital OOH and social, directly tapping into the key demographic of 16–34-year-olds. 

Taco Bell successfully brought the taco emoji to the masses in 2015 through a petition that received more than 33,000 signatures urging the Unicode Consortium to include the emoji on smartphones. 

“National Taco Day is an exciting date in the diary for taco fans around the world and we wanted to celebrate the annual event by offering people across the UK the chance to try a taco for free in a fun and unique way,” said said Gino Casciani, General Manager for Taco Bell UK & Europe. “Whether you consider yourself a taco connoisseur or new to the taco scene, make sure to text the taco emoji [today] to transform your emoji into a real mouth-watering one!”