TARI, Peru’s favorite hot sauces, have arrived in the U.S. sporting their iconic llama label and wild patterns that have been passed down for generations. With over half of Gen Z consumers identifying themselves as hot sauce connoisseurs, TARI and VML saw an opportunity to raise awareness in the US by leaning into the fun coincidence of everyone rocking the Llama and Alpaca hairstyle.
A VML social commerce activation in partnership with Meijer “Tari Hairdo” launches on November 18 thru December 30 to excite consumers with TARI deals to those sporting the popular hairdo redeemable immediately for product purchase online and in-stores.
By visiting TariHairdo.com, users will use the innovative AI-enabled mobile hair recognition tool to identify to identify their llama hairstyle resembling the four native camelids of Peru: Llamas, Alpacas, Guanacos, and Vicunas and unlock TARI offers.
The campaign goes live on (TikTok and Instagram) with content creators and a short film on Tik Tok. The activation will also be amplified through Meijer’s retail ecosystem with off-site display ads and social.
Pamela Scarponi, International Business Director at Alicorp, said “With Tari’s mascot being a llama, and the desire to proudly highlight our Peruvian roots, we saw an opportunity to create a playful and authentic connection with this younger generation, contributing to the boom of the hot sauce category.”
Manuel Borde – Global Chief Creative Officer, Commerce, VML, added, “By tapping into the Llama style haircut trend we are not only giving our hot-sauce-loving Gen Z consumer a fun and culturally relevant experience, we are driving trial while reinforcing what makes Tari so recognizable: the sauce with the llama on the bottle.”
