Grupo Bimbo

Tia Rosa Food Truck Activation

To celebrate Cinco de Mayo, Taste brought Tia Rosa’s authentic Mexican flavours to life with a roaming food truck activation across Toronto. Over two days, the Tia Rosa Taco Truck stopped in Liberty Village, Kensington Market, and Queen West, serving thousands of fresh tacos made with Tia Rosa tortillas. The vibrant, street-level experience featured bold branding, a Mexican market setup, music, and photo-worthy moments that captured the energy of the day and introduced the brand to new audiences in an engaging, authentic way.

Services provided

Graphic Design

Creative Ideation

Content Creation

Activation

Custom Build-Out

Sampling

Logistics & Permitting

Staffing

Industry

Food & Beverage

The Objective

The Tia Rosa team came to us with an ask to drive awareness and trial of their tortilla products through an experience that felt fresh, authentic, and full of life. The objective was to create a high-energy Cinco de Mayo activation that celebrated Tia Rosa’s Mexican heritage, connected with urban consumers, and turned everyday passersby into brand fans through flavour, culture, and community.

Execution

Taste hit the streets with a bold mobile food truck activation that brought Tia Rosa’s tortillas to the heart of Toronto. Over two action-packed days, the Tia Rosa Taco Truck served four authentic taco varieties including birria, pulled jackfruit, cochinita pibil, and gringa tinga across Liberty Village, Kensington Market, and Queen West. The experience came to life with vibrant branding, a pop-up Mexican market, on-site photobooth, and lifestyle photo ops that encouraged sharing. Designed for speed and engagement, guests enjoyed fresh tacos in under 90 seconds, creating a fast-paced, flavour-filled moment that turned Cinco de Mayo into a true Tia Rosa celebration.

tastemedia

The Results

Served 5,000 tacos to over 4,200 guests in just two days.
Reached an estimated 78,000 passerby across Liberty Village, Kensington Market, and Queen West.
Generated 3.8M+ social impressions across reels and live coverage.
Captured 750+ photobooth moments and countless user-generated posts.
Achieved under 90-second average wait times with 5-minute dwell times, keeping lines moving and energy high.
Delivered an authentic, shareable brand experience that boosted awareness and trial for Tia Rosa tortillas.

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Taste is a full-service creative agency and experiential marketing agency in Toronto, specializing in brand activations, event marketing, influencer marketing and content creation that forge meaningful connections between food and beverage brands and their audiences. Beyond client work, we manage TasteToronto and TasteMontreal, two of Canada’s largest food and restaurant marketing platforms, along with TasteToronto.com, a leading online food and drink publication. Founded in Toronto in 2015, Taste continues to lead Canadian experiential marketing and festival marketing, delivering work that leaves a lasting impact.