First Mad Mex refresh in 10 years revealed

If it wants to be seen as a natural and healthy ‘fast food’ restaurant, the latest Mad Mex refresh, the brand’s first in over 10 years, certainly delivered.

On Monday, the company unveiled an all-new marketing, branding and positioning strategy, based on its ‘Fresh Fuel for Life’ philosophy. The Mad Mex refresh includes an updated version of the company’s distinctive Luchador logo, which will feature on the brand’s new environmentally-friendly packaging and staff uniforms.

The campaign will include high-impact digital and static outdoor advertising across a variety of sites nationwide, including high-foot traffic areas, on bus backs, shopping centres and in selected train stations in key metro areas. It will also be supported by a 30-second cinema ad and a social media component.

“We have always provided our customers with tasty, all-natural, food that fuels their lifestyle and helps them achieve their goals,” Clovis Young, Mad Mex founder and CEO, said.

“Our reinvigorated ‘Fresh Fuel for Life’ brand empowers Mad Mex consumers to make health-driven nutrition decisions and communicates the heart of our brand philosophy and values in a fun, cheeky way that connects with our audience.”

Mad Mex has reinvigorated its menu over the past 12 months to encompass a range of new products that incorporate wellbeing trends and further expands its menu’s healthy options. For instance, all items are now available in vegan, gluten free and vegetarian options. The brand’s refreshed online nutritional calculator also allows consumers to determine the nutritional value of their chosen menu items, allowing them to make informed, health-driven food choices when ordering.

“People want somewhere that provides great choice – that’s inclusive: catering to all tastes and dietary requirements so they can enjoy sharing real food experiences with friends and family. We’re proud to say Mad Mex provides that,” Young said.

Mad Mex has also introduced fresh-to-order, take-home Taco Kits enabling customers to make their favourite, authentic Mad Mex tacos at home with friends and family.

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