CHOLULA 2020
Cinco de Mayo on Taco Tuesday should’ve been a perfect celebration. But in early 2020, the world was on lockdown, and what’s usually a joyful, communal holiday suddenly felt uncertain and isolating. At the same time, independent restaurants—normally packed on this day—were struggling to stay afloat. Cholula saw an opportunity to turn things around. We reimagined the holiday for the times, bringing people together for Tacothon Live, a one-night-only celebration streamed straight from home kitchens. With chefs, celebrities, and creators joining from across the country, we cooked, laughed, shared taco recipes, and sparked a sense of joy and connection when people needed it most. It was bold, a little messy, and completely heartfelt—proof that even when the world is on pause, culture, creativity, and community don’t have to be.
