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Uber Eats
La Que Pica
Interactive Experience
Mexico City
2026
Creativity, Marketing
Context
In Mexico, spicy salsa is not a simple condiment: it is a symbol of identity and national pride. However, we were facing a silent cultural tragedy: good salsas don’t warn you, but lately “the good ones” were getting less and less spicy. Taquerías were lowering their heat levels to adapt to less demanding palates, dampening a vital element of our gastronomy. Uber Eats detected this loss of flavor and decided to step in to defend our culture. Thus, Uber Eats created “LA QUE PICA” (The One That Bites), a campaign launched around International Spicy Food Day (January 16).
The challenge was monumental: how to get salsas to regain their original respect and bring this manifesto directly to the place where their flavor is experienced (the taquerías). We needed an initiative that didn’t feel like a simple seasonal commercial launch, but rather like a true movement that would give Mexicans back the heat they deserve, love, and that forms part of our identity.
Objective
For this movement, Uber Eats established very clear objectives, seeking to dominate both physical and digital spaces: on one hand, to impact taquerías by capturing the immediate attention of diners directly in these establishments, transforming the moment of consumption into an interactive brand experience; at the same time, to unite the taquería industry through a historic, unprecedented agreement that convinced the most important taquerías in CDMX to join a single cause; likewise, to trigger immediate consumption to boost sales both at the physical point of sale and through the Uber Eats app, attracting consumers through the curiosity of trying the most authentic salsa—the one that actually bites—available exclusively at taquerías that are part of the platform; and, finally, to build positioning by consolidating Uber Eats as a genuine ally of local culture and our gastronomy, recognizing businesses that keep alive the recipes for salsas with character and empowering master taqueros.
Challenge
The Idea
The strategy moved away from traditional advertising to become a historic agreement for the taquería industry. The central idea was a pact: we united 60 of the most important taquerías in the city (such as El Califa, El Remolkito, Copacabana, El Tizoncito, among others). To make this union tangible on the sales floor, we designed an iconic jar called “La que Pica,” created exclusively for each business to serve its own star salsa in it. The brilliance of our In-Storeactivation lay in the fact that we didn’t bring in external promoters to interrupt customers; instead, each taquero became an ambassador wearing official campaign merch. We dressed the true heroes of the taquerías in caps, aprons, t-shirts, and Uber Eats stickers. The creativity wasn’t in selling a pre-made salsa, but in celebrating each spot’s secret recipe, allowing consumers to interact emotionally and physically with Uber Eats right at their table—whether at their favorite taquería, home, or office.
How did we achieve it?
The experiential execution was divided into high-impact dynamics. First, we activated the point of sale. Upon arriving at their favorite taquería, diners were greeted by staff wearing official merch. When ordering their tacos, each order served as a demonstration of heat level, as it was served in the special edition “La que Pica” jar. This dynamic invited customers to interact, try the genuinely spicy salsa, and remember that they could also order it exclusively through the app.
To amplify this experience out into the streets, we executed a one-day guerrilla activation. We created walls across the city, gathering signatures and fans for the cause. We placed a giant vinyl display near iconic taquerías and invited passersby to leave their signature and a message about why salsas must be spicy. In exchange for their participation, they received campaign merch (t-shirts, caps, aprons, and tote bags), defending a clear idea: if it’s called “the one that bites”… it better bite.
La Que Pica
