Ortega Taco is refusing to let the Cinco de Mayo party end. The Mexican food brand has officially declared May 6 “Seis de Mayo,” a new annual holiday designed to extend the fiesta by one more day and keep taco culture front and center long after most seasonal marketing campaigns have disappeared.
And naturally, Chicago is getting the first taste.
To launch the inaugural celebration, Ortega is bringing taco truck pop-ups to downtown Chicago and Wrigleyville on May 6, complete with free tacos, a Chicago-style taco dog mashup and appearances by the brand’s new mascot, Brotega.
Yep. Brotega.
The larger-than-life character Brotega, developed by Schafer Condon Carter, will greet fans and pose for photos while helping the brand push its new campaign centered around flavor, fun and keeping celebrations alive beyond Cinco de Mayo itself.
“Every brand shows up for Cinco de Mayo, but the energy disappears just as fast,” said Ellen Schum, EVP at B&G Foods. “Seis de Mayo is about turning the day after into something worth celebrating and proving the fiesta doesn’t have to stop.”
Ortega Kicks Off the First-Ever Seis de Mayo in Chicago
To launch the inaugural Seis de Mayo, the Ortega brand is taking over Chicago on May 6 with taco truck pop-ups at two locations:
● 5:30–10:30 a.m., Pioneer Court (401 N. Michigan Ave): Breakfast tacos for the first 750 morning commuters and early risers
● 4–7 p.m., Wrigleyville (Clark and Sheffield intersection): First taste of the Chicago Taco Dog for up to 1,250 people before the first pitch
Both stops will feature appearances by Brotega, who will greet fans, pose for photos, and bring unstoppable fiesta energy. Fans will also get a first taste of the Chicago Taco Dog, a limited-time mashup created in collaboration with Food Network Celebrity Chef Kelsey Murphy.
The dish wraps a traditional Chicago dog, complete with classic toppings, inside an Ortega taco shell and finishes it with Ortega taco sauce.
Importantly, Ortega made sure to clarify one thing: There is still no ketchup.
“Chicago is the perfect place to launch Seis de Mayo,” Schum said. “It’s a city that knows how to show up for food, sports and a good time.”
The Chicago Taco Dog also serves as the first entry in Ortega’s upcoming “Seis 50” digital recipe series, which will reinterpret iconic dishes from all 50 states through a taco-inspired lens.
The campaign will continue online with social content, fan participation and a buy one, get one free promotion on select Ortega products running May 5 through May 6 at participating retailers.
Honestly, in a marketing landscape where every brand tries to “own culture,” Ortega at least understands the assignment: if you’re going to invent a fake holiday, make it delicious and slightly ridiculous.
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