Taco Bell decided to prank the public by setting up speakers in Westminster that played into the silence of London’s Big Ben landmark.

Since 2017, the Big Ben has been going through restoration efforts. To mark its foray into London, Taco Bell teamed up with PR company Edelman to announce its arrival in the city by temporarily filling in the silence with a reimagination of Taco Bell’s famous jingle.

With the help of an audio engineer, they composed and digitized the chimes out of Taco Bell’s iconic bell, which were delivered on 19 November through speakers fitted onto rickshaws.

Taco Bell explained that the stunt pays homage to its 1996 initiative, when it advertised that the brand had purchased the famous Liberty Bell, before announcing it was indeed a prank.

Marisa Thalberg, Taco Bell Global Chief Brand Officer said, “Restoring Big Ben’s bell with our bell was the perfect way to introduce ourselves to London in a way only Taco Bell can. We don’t take ourselves too seriously and have been known to play a prank or two. We hope our unique twist on Big Ben’s chimes brought surprise and humor to Londoners; this was our little arrival gift as we gratefully show up on London’s doorstep.”

Taco Bell will be opening more than 28 restaurants across the UK.

[via Taco Bell, opening image via Taco Bell]