A new giveaway from Taco Bell Canada is tying its latest menu item to custom-embroidered workwear jackets

The brand is running a national contest beginning on Tuesday and running until Aug. 2, where Canadians have the chance to entre for a chance to win one of five Taco Bell workwear-inspired jackets. Consumers can enter to win by engaging with the brand and Taco Bell Canada content creators on Instagram.

Taco Bell says the jacket is inspired by the QSR’s new Build-Your-Own-Box Value Menu, tying the idea of customization within the menu item to the customization on this jacket.

“Value has always been at the cornerstone of what we offer at Taco Bell, but we knew we wanted to take it to the next level for Canadian fans. With consumers looking for more ways to save, we’re committed to expanding on our promise in bringing more value offerings to the North that deliver on quality and value,” Taco Bell Canada marketing director Devon Lawrence said in a news release about the new menu item.

Earlier this year, Lawrence spoke with strategy about how Taco Bell Canada’s overall marketing goals revolve around trying to be top of mind for hungry consumers looking for a quick meal. This has included efforts to be considered by consumers all throughout the day, when it can often be looked to for food only primarily late at night.