Uber Eats Turns Up the Heat as 60 Mexican Taquerías Unite Against Mild Salsa

To celebrate International Hot and Spicy Food Day, Uber Eats has presented ‘La que Pica’, a campaign that aims to put spice back at the centre of tacos and salsas in Mexico City.

In a collaboration developed by creative agency Wieden+Kennedy Mexico, Uber Eats achieved what seemed impossible: bringing together more than 60 of the country’s most iconic taquerías with one goal in mind, to ensure that sauces never stop being spicy and stay at the level of heat that Mexican gastronomy demands and deserves. For some time now in Mexico, there has been a clear call for sauces not to lose their original flavour. In other words, local heat should never fade. The result is ‘La que Pica’, a jar created especially so that each participating taquería can use it for its own spiciest salsa. These salsas bring together both long-standing businesses and local spots deeply rooted in their neighbourhoods. It is not just a condiment, it is a symbol of identity.

Users in Mexico City will be able to find ‘La que Pica’ exclusively through the Uber Eats app when ordering from participating taquerías, with each order including that taquería’s signature salsa.

More than the launch of extra spicy salsas, the campaign celebrates the unity of master taqueros from emblematic taquerías who come together for a shared cause: making sure the heat never dies.

The campaign highlights the mystique and craft behind the 60 participating taquerías. The strategy moves away from a simple seasonal launch narrative to position the effort as a cultural milestone. The centrepiece is not the salsa itself, but the historic agreement that made it possible.

The campaign will also take over the streets with guerrilla actions and out of home advertising near iconic taquerías, alongside a strong presence on social media where well known food creators will put the true level of spice of this collective effort to the test. As a kickoff to the campaign, an out of home activation invited people to show their support by leaving their signature in public spaces, pledging that sauces should never stop being spicy.

“In Mexico, spice is not an extra, it is identity. With ‘La que Pica’, we did something bigger than launching salsas. We brought together more than 60 taquerías to defend heat the way it deserves and give it back the place it has always had,” said Emiliano Cortez and Alejandro Rattenbach, creative directors at Wieden+Kennedy Mexico.

“Unite so that sauces never stop being spicy is the idea behind ‘La que Pica’. More than 60 taquerías joined this initiative to celebrate, with a lot of humour, the diversity of our flavours. At Uber Eats, we want to recognise and give visibility to businesses that keep bold recipes and salsas alive, and help more people discover them through the app, with options for different tastes, budgets, and moments of the day,” said Miguel Kaim, marketing manager at Uber Eats Mexico.