The Challenge
In Mexico, tipping hides an injustice: in restaurants it is the norm, but in street stalls, it is almost zero. The challenge was to find an innovative and entertaining way to correct this injustice, positioning Embasa, the most purchased sauce by food stalls in the country, as the facilitator. The challenge required creating an ecosystem where Embasa not only helped the stalls but also reinforced its positioning as the ally that supports them while creating entertainment for the people. We did this by monetizing the talent, tricks, and charisma of the street food vendors on the ultimate entertainment platform, where all kinds of content creators are already monetizing with tips: TikTok.
The Solution
To create a link between tips and food vendors, we broke the boundary between the street and the digital world. Embasa handed over its TikTok account, with the followers necessary to monetize, to the street vendors and transformed the street stalls into live-streaming sets. Leveraging their charisma, it turned every trick into entertainment within the platform, generating digital tips that were delivered in real money to the street vendors. With a single tap, the audience was able to give them the reward that the street had denied them.