POSITIONING FLAVOUR AS THE ESCAPE FROM BLAND TO BOLD.

‘Bye Bye Bland, Hello Bold’ turns up the heat as the brand’s biggest strategic and creative brand campaign in Mad Mex history. The playful new campaign spotlights the extraordinary lengths people will go to ditch bland, uninspiring meals in favour of something far more exciting: Mad Mex. The campaign is the first creative work under the brand’s new positioning, ‘Mad For !t’, a rallying cry that captures how their customers feel for Mad Mex’s food, and the brand’s own obsession with bold, fresh, and authentic Mexican flavours. In a creative first for Connecting Plots and Infinity Squared, the campaign also incorporates Generative AI-driven visual effects, a move that helped fast-track production timelines while keeping budgets lean.