Mad Mex joins forces with Liquid Death as 1kg burrito returns, with launch campaign from Connecting Plots
Mexican quick service restaurant Mad Mex is celebrating the return of its 1kg burrito, teaming up with cult water brand Liquid Death to give away free burial plots for those who will inevitably enter food comas, via a campaign from Connecting Plots.
Back for a six week promo until July 21, the double-sized burrito will come with a free can of Liquid Death – promised to “murder both your hunger and your thirst” – and customers can enter a draw to win their own personal plot of land in a cemetery.
Aiming to start the brand’s journey to bring the ‘mad’ back into Mad Mex, the campaign hopes to drive foot traffic and sales during the limited period.
Content creators Jon Bernard Kairouz (@jonbernardk) and Lachlan McIntyre (@lach_mac) have been engaged for the campaign, delivering eulogies for friends and family who tackled the combo, while satirical publication Betoota Advocate is publishing bespoke content to give 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,” said John Gault, creative partner at Connecting Plots.
“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.”
@lach_mac Get your hands on the Big Burrito Combo at @Mad Mex , 1kg burrito and a can of @Liquid Death , a meal fit for the biggest dawg in the friend group #Ad ♬ original sound – Lachy McIntyre
Mad Mex’s general manager of marketing, Nick Cook, said: “The Big Burrito is a staple of our 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.
“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 is rolling out across social, digital, POS, owned channels, influencer 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 Geerson
Client service director: Emma McJury
Head of social: Kent Pearson
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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