At Vilore, we believe food is more than flavor.
It is community, heritage, and creativity coming together at the table.
That belief came to life during the La Costeña® TasteMakers Challenge, a 75-day recipe contest that invited creators across the U.S. to share their passion for authentic flavors.
The results? A movement that united communities, inspired countless new recipes, and strengthened the bond between La Costeña® and bicultural food lovers everywhere.
A Culinary Movement in Numbers
120 original recipes submitted
56 content creators from 13 different states
$22,000 in prizes awarded
4 campaign phases plus a Grand Prize finale
4,220 new followers across brand and participant channels
This wasn’t just a contest; it was a ripple effect of creativity. Over 681,000 followers were impacted by the collective reach of our creators, resulting in thousands of likes and hundreds of comments celebrating recipes that brought La Costeña® into the heart of everyday cooking.
Creators: The Heart of the Challenge
From a 66-year-old Texan sharing the wisdom of family tradition to a 23-year- old Californian bringing fresh energy to classic recipes, our participants reflected the richness and diversity of the communities La Costeña® serves.
But beyond the numbers, the challenge was full of heartfelt stories. One of the most inspiring came from @CookingconlasAdris, whose journey reflected perseverance and community spirit, reminding us all that TasteMakers was never just about winning; it was about celebrating culture, creativity, and togetherness.
And then there were the countless sweet moments, participants sharing how cooking with La Costeña® rekindled family traditions, sparked joy in the kitchen, and brought generations together. One highlight came from @Gibbard, the second-place winner of Phase 2, who donated her entire prize to support teachers. Stories like these became the true flavor of the
campaign, showing that TasteMakers was about more than recipes, it was
about community, generosity, and heart.
A Star Judge: Pati Jinich
Adding even more prestige to the contest was the participation of celebrated chef Pati Jinich, who joined the TasteMakers Challenge as a special guest judge. Known for her warmth and culinary expertise, Pati brought authenticity and excitement to the judging panel, inspiring contestants and lending credibility to the entire campaign. Her presence reinforced what La
Costeña® stands for: culinary pride rooted in tradition and elevated by innovation.
Smart Investment, Strong Returns
With a total of $22,000 in prizes, the TasteMakers Challenge proved that meaningful impact doesn’t always require heavy media buying. Instead, community amplification and creator-led storytelling generated loyalty and visibility.
The campaign achieved more than reach; it reshaped perception. Today, more followers than ever view La Costeña® not just as a brand, but as an essential part of their kitchen story.
Looking Ahead
The TasteMakers Challenge was more than a campaign; it was proof that community-driven storytelling fuels brand love. As we look to 2026, we are inspired to build on this momentum, continuing to empower creators, celebrate authentic flavors, and deepen our connection with the bicultural foodie community.
Because at La Costeña®, every recipe is an opportunity to bring people closer together. Learn more about it @ Mexicorico.com