Making instant ramen instantly shoppable
Tapatío Ramen set out to prove that spice and storytelling go hand in hand. As a flavorful offshoot of the beloved hot sauce brand, the goal was to build brand awareness for their bold, convenient ramen and introduce it to new audiences. They wanted to spark cravings and cultural relevance in-feed, while also tracking how top-of-funnel visibility could drive downstream impact, from clicks to conversions.
This wasn’t just about creating buzz, it was about turning appetite-driven content into measurable action. With the right mix of creators, shoppable links, and paid amplification, Tapatío aimed to deliver full-funnel results—from first impression to final purchase.
Bringing the heat with creator-led storytelling
To bring “Shop the Spice” to life, Tapatío partnered with Later on a creator-led campaign designed to capture attention and inspire appetite. By outsourcing creator sourcing, vetting, and campaign management, the Tapatío team stayed focused on strategy, confident that the right creators were telling their story.
Big flavor. Real reactions
Later activated a diverse group of creators on Instagram and TikTok to bring Tapatío Ramen to life through content that focused on taste, texture, and craveability. Each influencer showcased how they shopped the product via Shopify, integrated direct links, and brought the product into everyday moments—whether it was a cozy night in or a midday flavor fix.
Mega reach meets mid-tier buzz
The campaign leaned into a tiered creator strategy. Mega creator Abiud Sandoval drove over 1 million impressions alone, while mid-tier partners like Kalissa Persaud and Rachelle Chapman sparked authentic community conversations. This balance of reach and relevance created momentum across the funnel, from first impressions to final purchases.
“Abiud’s content blew us away—his energy, creativity, and delivery were spot-on. Later’s Services team made it easy by finding the right creators, so we didn’t have to. They’re true experts at this—we trusted them to lead, and it paid off.”
Maria Delgado
Marketing Associate, Tapatío Ramen
Paid media that converts
To maximize reach and drive sales, Later launched a targeted Meta campaign using high-performing creator content. Creative that showed the full purchase journey delivered a 41% higher ROAS than other formats. Short-form videos—highlighting steam, texture, and real reactions—boosted appetite appeal, with audiences aged 65+ surprisingly converting at the highest rates.
The campaign didn’t just drive reach—it moved product. Tapatío surpassed monthly Amazon sales for the first time, generating $5,870 in sales, a 19% purchase rate, and an average order value of $34.
“For the first time ever, our Shopify sales surpassed Amazon. That’s a major milestone—and a direct result of this campaign.”
Arturo Escalera
Creative Art & Marketing Manager, Tapatío Ramen
From clicks to cravings, Tapatío delivered
This wasn’t just about getting views—it was about generating real results. By combining bold storytelling, seamless purchase paths, and smart amplification, Tapatío turned flavor into ROI.
The campaign showed that with the right creator strategy, spicy ramen can be more than craveable—it can be clickable.
1.2M total organic impressions
249K paid impressions generating $6K Shopify sales
$34 Average Order Value (AOV)
19% Purchase Rate
6 influencers
35 pieces of content