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MARKETING | Staff Reporter, Australia
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Mad Mex reports “great” engagement results from Pineapple Burrito campaign

Almost 4,000 people have voted for or against the fruit addition via the chain’s Facebook chat bot.

An online debate on whether pineapple goes with a burrito has generated positive engagement results for Mad Mex.

According to the Mexican chain, nearly 4000 people have voted for or against the contentious fruit addition through their specially-created Facebook chat bot. 2,864 users voted “Heck Yes” and 1,111 voted “Hell No!”. Click-to-Messenger Facebook and Instagram ads supplemented the organic activity, which used custom-coded welcome messages to directly introduce their message.

Mad Mex released the tropical addition at the beginning of June following requests from customers months before. The campaign was created to raise awareness and align with its new Fresh Fuel for Life brand positioning, seeing Mad Mex internal and external teams working together to create the product.

Everyone who voted, Mad Mex says, is now a subscriber and opened up the potential to remarket to them via direct messages. As a result, Mad Mex saw an uptick in sign-ups to its popular Los Locos loyalty app over the course of the promotion.

“What started out as a bit of fun...has created some great outcomes. This is a truly fan-driven initiative. We always listen to our amigos and it’s their input that has created this product,” Mad Mex CEO Clovis Young said in an announcement.

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