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Mad Mex plants Dictator lookalike in Sydney restaurant

Mexican food chain Mad Mex has launched a tactical stunt around the visit of British comedian Sacha Baron Cohen to Australia by putting a lookalike of his latest character The Dictator in its Crown Street restaurant in Sydney.

Magnum PR was behind the stunt, which has just been hired as Mad Mex’s new PR agency, replacing incumbent 6dc.

The stunt is part of Mad Mex’s ‘Big Burrito’ campaign, a challenge for Aussies to try to eat a burrito weighing 1kg, a repeat of a promotion that first launched last year.

The stunt comes two years after Melbourne’s The Sphere Agency highjacked the premiere of Sacha Baron Cohen film Bruno for client Nando’s.

The Sphere Agency boss Michael Abdul said of the Mad Mex stunt: “They should have called The Sphere Agency.”

Baron Cohen appeared on an uncut version of the Fitzy & Wippa show earlier this week in character as The Dictator.

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