DESIGN | Staff Reporter, Australia

Mad Mex launches "Fresh Fuel for Life" brand refresh

It is the brand's first major refresh since its 2006 launch.

Looking to challenge perceptions about fast food, Mad Mex announced its ‘Fresh Fuel for Life’ brand refresh.

According to the brand, its communications campaign will span all consumer touchpoints, including online and outdoor media and in restaurants. New brand assets, including an updated version of the brand’s Luchador logo, will feature on Mad Mex’s environmentally-friendly packaging and new staff uniforms.

Digital and static out-of-home advertising will also feature in a variety of sites nationwide including high-foot traffic areas, on bus backs, shopping centres and in selected train stations. A 30-second cinema ad and a social media competent will also be released to complement this.

“We strive to bring the best, authentic Mexican food experience possible to our customers and continue to challenge the incorrect perception that Mexican food can’t be a healthy choice. There are no hidden nasties in our food - what you see is what you get: delicious, fresh, homemade Mexican food,"  Mad Mex Founder & CEO Clovis Young explained. "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.” 

The past 12 months saw Mad Mex reinvigorating its menu to encompass a range of new products that incorporate wellbeing trends whilst expanding its healthy options. In addition, their refreshed online nutritional calculator allows consumers to determine the nutritional value of their chosen menu items.

Elements of the new ‘Fresh Fuel for Life’ campaign is said to poke some fun at Mad Mex’s fast food competitors.

"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 added.

Photo credit: Mad Mex Fresh Mexican Facebook

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