In a campaign that smacks of KFC’s push for The Double, Mexican restaurant Max Mex has challenged Australians to ‘conquer The Big Burrito’, which contains double the portions of a regular burrito and weighs 1kg.
In a campaign using PR, in-store merchandising and print, the company is comparing the challenge of eating The Big Burrito with the Battle of Puebla, when the Mexican army won an unlikely victory over the French outnumbered by two to one on May 5, 1862.
The campaign is being timed with the Cinco de Mayo celebrations that commemorate the Battle of Puebla, and will run throughout May.
Those who are able to eat all of the 1kg-burrito win a limited edition T-shirt.
In a press release to promote the campaign, Mad Mex Founder, Clovis Young, said: “Once we were hearing from customers that they were able to fit even more in than our standard burrito, we decided to give them the choice to have the Big Burrito, plus it’s a fun way to mark Cinco de Mayo.”