Already the hot sauce leader it’s homeland of Peru, Tari turned to Spitball to introduce its product line to U.S. consumers. Tari’s signature recipes feature Amarillo and Rocoto peppers, both native to the Andes Mountains, delivering a flavor profile unlike anything commonly found in the American hot sauce aisle. Even more distinctive is the product’s rich, creamy consistency which is a significant departure from the thin, vinegar-forward sauces U.S. consumers are accustomed to.

To better connect the brand, Spitball developed a compelling backstory that celebrated Tari’s Peruvian heritage while making its unique taste, texture and versatility approachable for mainstream audiences. Spitball also expanded the personality of Tari by weaving in their beloved llama mascot throughout the brand narrative.

Rather than rely on traditional sampling, Spitball created an immersive grassroots activation designed to generate trial and restaurant distribution simultaneously. The Tari Spice Cream Truck embarked on a two-month restaurant blitz throughout the Miami and Orlando markets, transforming every stop into a branded event. Traveling neighborhood to neighborhood, the activation targeted a diverse mix of independent restaurant operators from pizzerias and sports bars to Korean BBQs and taco joints.

Every visit became an opportunity to educate chefs, owners and patrons about the versatility of Tari’s sauces while building excitement around the brand.

Throughout the tour, the Spitball street team:

Distributed branded collateral
Sampled multiple Tari varieties, including new flavors
Demonstrated creative usage occasions
Captured assets for social media posts
Extended exclusive distributor offers

More than 8,000 bottles were placed on restaurant tables, condiment stations, bars and service counters, putting Tari directly into consumers’ hands at the exact moment they were enjoying a meal. Restaurants even began incorporating Tari into menu items! The momentum of the tour led the brand to meetings with multiple regional retail chains, positioning Tari for expanded distribution and a successful entry into the U.S. marketplace.