Make salsas spicy again
Gentrification has become a national conversation in Mexico. Rents are rising, locals are being displaced… and now, even salsas are losing their heat.
As taquerías softened their recipes to please new residents and tourists, a national order emerged: make salsas spicy again. So we delivered.
La Que Pica Uber Eats
An unprecedented partnership
More than 60 rival taquerías put competition aside to join forces around something bigger than business: bringing real heat back to Mexico’s salsas. Through Uber Eats, we signed an agreement that formed a collective commitment to raise the spice level across their salsas.
A name Mexico already uses
In Mexico, asking for “la que pica” is a common way of asking for the hottest salsa in the place. It’s a phrase people use naturally at taquerías, without needing to explain what they mean. So instead of inventing a name for our salsa, we borrowed one from everyday Mexican language: one that already described exactly what we wanted to make and turned it into our brand.
From salsa to culture
La Que Pica wasn’t designed to feel like an advertising campaign, but like something that had always belonged to Mexican taquería culture. From a character inspired by its codes to merch people could actually wear, every piece turned the salsa into a brand made to live beyond the bottle: on tables, walls, shirts and everywhere tacos are part of the culture.
Agency: Wieden+Kennedy
Chief Creative Officer Latam: Rodrigo Jatene
Chief Creative Officer: Jessica Apellaniz
Creative Director: Alejandro Rattenbach, Emiliano Cortez
Creative Copywriter: Alfredo Kraiselburd
Art Director: Nicolás Roldan
Production: Mapache
Photography: Tanya Chavez