Mad Mex looks west to build a national vision

October 26, 2016 3:49

Mexican quick service restaurant chain Mad Mex has extended its sponsorship strategy beyond the AFL to the Hyndai A-League to help drive its brand over summer – but the company is looking west, not east to build the business.

The chain has struck a deal with the the Perth Glory to support the team at the same time that it is adding new franchises in Western Australia, but the national marketing manager of the brand, Sarah Hendry, said the initiative was about both building the brand in a local market and also extending its voice into the summer season.

Hendry: Mad Mex is “seeing enormous growth in the millennial market”

She said that the brand had already enjoyed success with its partnership with the Greater Western Sydney Giants which had given it the confidence of moving more deeply into sports with the Glory.”We have had some phenomenal success with GWS”, Hendry told Mumbrella.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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