Using social media to close the gap between people for COVID’s first social holiday.
In 2020, Cinco de Mayo fell on a Taco Tuesday, a momentous occasion that happens only once every seven years - but because it was early in Covid, people were trapped inside and too afraid to celebrate with friends and family, while independent restaurants were hurting financially on a normally busy day.
To bring people together and help facilitate joy and connection on what could have been the loneliest Cinco ever, Cholula hosted a star-studded Tacothon on Instagram Live that cooked up something totally new for quarantine-weary fans. Chef-hosts Tom Collicchio, Christina Tosi, Aaron Sanchez, Dwyane Wade, Sophia Bush, and Vic Oladipo cooked, laughed, and celebrated together as they cooked their own original taco recipes in their home kitchens with 200,000 live viewers, ultimately reaching 12.9 million people and raising $120,000 to help save independent restaurants. Not bad for a little something we whipped up at home.
