Up your taco game: Goodman Fielder channels Run-DMC in ‘One Night in Mexico’ ad

The Works has launched its first campaign for Goodman Fielder by using Run-DMC’s classic hip hop track ‘It’s like that’ to portray ‘One Night in Mexico’.

The ad features a dance battle over a table of Mexican food, similar to the start of Run-DMC’s video clip where two groups are filmed standing on opposite sides of the room before beginning a hip hop dance battle.

As the ad continues, people dance around the table while putting food on their Mexican burritos encouraging people to ‘Up Your Taco Game’.

Google Trends data has shown a surge in popularity for Mexican food with people searching for tacos more than spaghetti and roast chicken.

Damian Pincus, founder and creative partner at The Works, said in a statement: “Australians love of Mexican food is outpacing traditional family mealtime favourites and One Night in Mexico is a new alternative for those seeking a contemporary taste of central America.”

The One Night in Mexico range includes varieties such as Mexican spice, smokey chipotle, lime and jalapeño and flame grilled BBQ.

Kinda Grange, GM for Goodman Fielder grocery, said: “One Night In Mexico was created after seeing an opportunity to bring the exciting, fresh and delicious food experience found in
modern Mexican restaurants today into the grocery store, and help make it easy for anyone to make and enjoy at home.”


  • Client: Goodman Fielder
  • General manager: Kinda Grange
  • Marketing manager futures: Katyana Armen
  • Senior brand manager: Jessica Tahardi
  • Creative agency: The Works
  • Creative partner: Damian Pincus
  • Art director: Marijke Spain
  • Copywriter: Eric Franken
  • Creative project lead: Ben Glasson
  • Head of broadcast and content production: Rachel Solomon
  • Offline & online editor: Patrick Mazzolo
  • Producer: Sue Walker and Mandy Payne
  • Production company: Buddy
  • Director: Ace Norton
  • Casting director: Susie McLean
  • Media agency: Slingshot

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