With the annual return of its infamous 1kg Big Burrito.
Mexican franchise Mad Mex is celebrating the annual return of its infamous 1kg Big Burrito by teaming up with water brand Liquid Death and giving away a free burial plot to tackle the guaranteed mother of all food comas.
Not for the faint of heart, the cult-classic is returning for its 14th year for a limited six week period until July 21.
During that time, the double-sized burrito will come with a free can of Liquid Death, promising to murder both hunger and thirst.
Anyone daring enough to take on the challenge will go in the running to win a grand prize; their own personal plot of land in a cemetery.
Anyone daring enough to take on the challenge will go in the running to win a grand prize; their own personal plot of land in a cemetery.
Entrants just need to purchase a Big Burrito combo, go to the website and write the inscription for their own tombstone in 25 words or less to go into the running to win their very own burial plot.
The campaign uses content creators @lach_mac and @jonbernardk to deliver eulogies for friends and family who tackled the combo, while the satirical institution The Betoota Advocate is publishing bespoke content to give the combo mass appeal.
“While Aussie property prices soar and cost of living grows more expensive than ever, the cost of dying just got that little bit easier,” says Connecting Plots creative partner John Gault said.
The campaign uses content creators @lach_mac and @jonbernardk to deliver eulogies for friends and family who tackled the combo, while the satirical institution The Betoota Advocate is publishing bespoke content to give the combo mass appeal.
“While Aussie property prices soar and cost of living grows more expensive than ever, the cost of dying just got that little bit easier,” says Connecting Plots creative partner John Gault said.
“Partnering with killer brands like Mad Mex and Liquid Death gives us the creative freedom to push boundaries for greater ROI - we’ve had a lot of fun bringing this to life across creative, influencers and content partners.”
Mad Mex GM of marketing Nick Cook said the Big Burrito is a staple of the company's marketing calendar.
Mad Mex GM of marketing Nick Cook said the Big Burrito is a staple of the company's marketing calendar.
"We were excited to step things up this year and partner with the team at Liquid Death to really embrace the food coma that is more or less guaranteed when you down a 1kg burrito with a 500ml tallboy," he said.
"Kudos to Connecting Plots for bringing the madness and developing a campaign that’s made us all a little uncomfortable - in a good way.”
The campaign aims to drive foot traffic and sales during the limited period, while also starting the brand on its journey to bring the 'Mad' back into Mad Mex.
The campaign is rolling out across social, digital, POS and owned channels, as well as across PR, influencers and content partnerships.
The campaign aims to drive foot traffic and sales during the limited period, while also starting the brand on its journey to bring the 'Mad' back into Mad Mex.
The campaign is rolling out across social, digital, POS and owned channels, as well as across PR, influencers and content partnerships.
Credits:
Client: Mad Mex
General Manager of Marketing: Nick Cook
Senior Marketing Manager: Tom Mort
Creative Agency: Connecting Plots
Creative Partner: John Gault
Creative Partner: Matt Geersen
Client Service Director: Emma McJury
Head of Social: Kent Pearson
