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MARKETING | Staff Reporter, Australia
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Mad Mex busts Mexican food myths with new radio ad campaign

Mexican Restaurant, Mad Mex, counters the most common misconception about Mexican food today with their newest and freshest campaign, Autentica Mexicana.

The new campaign, Autentica Mexicana emphasizes the authenticity of the Mad Mex Baja Californian menu to true Mexican cuisine.

According to Mad Mex CEO Clovis Young, the motivation behind the campaign was to encourage and invite customers to experience the food themselves before they consider Mexican food as unhealthy due to the less authentic options that had been available in the market for the longest time.

“A large part of the reason I started Mad Mex four years ago was the absence of authentic Mexican food in Australia at the time,” he says. “There were a lot of people making poor attempts at including Mexican options in menus but they were often just chips covered in mince, grated cheese and drowned in sour cream and the experience literally left a bad taste in people’s mouths being very greasy and cheesy.

By contrast, genuine Mexican food, particularly the Baja Californian style that Mad Mex offers, is a combination of flavours and ingredients from Mexico and the health and nutritional consciousness from California that neighbours it. It’s very much about freshness and nutrition.”

Mad Mex implements a full-blast campaign, which includes a radio ad actually produced in Mexico; an online video on the Mad Mex story highlighting the brand in a humorous fashion (www.madmex.com.au/story); and other supporting media, highlighting the freshness of the food attributed to a combination of locally produced and imported ingredients.

In-store promotions offering customers the chance to win a trip for two to the home of Mad Mex—the Baja Californian peninsula, is another feature of the campaign. Mad Mex is running the competition in partnership with Mission Foods and Pepsi.

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