Mad Mex and Connecting Plots serve up fresh campaign: ‘Bye Bye Bland, Hello Bold’
Mad Mex’s first campaign under its new ‘Mad For !t’ brand positioning calls for consumers to reject bland food and invest in the brand’s flavourful products, via Connecting Plots.
The announcement:
‘Bye Bye Bland, Hello Bold’ turns up the heat as the brand’s biggest strategic and creative brand campaign in Mad Mex history.
It’s the first creative work under the brand’s new positioning, ‘Mad For !t’, a rallying cry that captures how their customers feel for Mad Mex’s food, and the brand’s own obsession with bold, fresh, and authentic Mexican flavours.
The playful new campaign spotlights the extraordinary lengths people will go to ditch bland, uninspiring meals in favour of something far more exciting: Mad Mex.
“This campaign is the perfect launch of our new brand positioning,” says Mad Mex general manager of marketing, Nick Cook. “We wanted it to depict Mad Mex as the antidote for the mundane, and capture the spirit of Mad Mex and its fans – bold, fun and full of flavour, in a tone that was unapologetically Mad Mex.”
The campaign also incorporates Generative AI-driven visual effects, a move that helped fast-track production timelines while keeping budgets lean.
“When you’ve got one ad with croc infested water and another with a microwave flying out of a window, you either blow the budget, or get creative,” adds Connecting Plots creative partner, John Gault. “Generative AI and Infinity Squared let us pull off the impossible without having to wrestle reptiles, smash too many windows or compromise on the original idea.”
‘Bye Bye Bland, Hello Bold’ is live now across digital, social, influencers and out of home.
Source: Connecting Plots
