, Australia

Mad Mex campaign lifts sales by 9%

The brand’s marketing campaign reached 2.9 million Australians.

Mad Mex’s new advertising campaign saw it reach 2.9 million Australians whilst lifting overall sales by 9%.

The Mexican fast-food chain tapped Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH), and data-driven marketing agency, Hearts  & Science for the campaign that utilised near real-time store data to optimise results for Mad Mex to help resolve the brand’s footfall challenges and drive sales by reaching consumers at the point of purchase.

MORE LIKE THIS: Macca’s and Crocs announces first collaboration

The campaign needed to activate with immediacy and ensure that strategies were optimised with sales data in as close to real-time as possible, supporting any stores in need of a sales boost. With Mad Mex only having <16% annual SOV within the Mexican category, and 0.7% vs direct QSR competitors, minimising media wastage was also critical.

During the campaign period, nearly 2.9 million Australians saw programmatic OOH (out-of-home) panels activated by daily sales performance. Mad Mex saw a 9% overall sales uplift in the stores where in-proximity programmatic OOH was activated with a transaction uplift of 7%. These increases have not been achieved using previous retail media activation strategies.

"Sales performance increases have been so well-received, that we are in the process of refining this partnership & strategy further. We’re working to increase the complexity of sales data used significantly, to not only factor overall store sales but product sales too, activating to not only increase store footfall, but product sales as well. We are very excited to see how this solution will evolve and how this use of tech delivers for Mad Mex in the future.” Nick Cook, General Manager of Marketing at Mad Mex said,

Follow the link for more news on

Join QSR Media Australia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!