Not for the faint of heart, the cult-classic is back by popular demand, returning for its 14th year for a limited 6 week period until 21 July. During that time, the iconic double-sized burrito will come with a free can of Liquid Death, promising to murder both your hunger and your thirst.

Anyone daring enough to take on the challenge will go in the running to win a grand prize to die for – their own personal plot of land in a cemetery. Entrants just need to purchase a Big Burrito combo, go to the website and write the inscription for their own tombstone in 25 words or less to go into the running to win their very own burial plot.

The campaign uses popular content creators @lach_mac and @jonbernardk to deliver eulogies for friends and family who tackled the combo, while the ever-popular satirical institution, The Betoota Advocate is publishing bespoke content to give the combo mass appeal. 

“While Aussie property prices soar and cost of living grows more expensive than ever, the cost of dying just got that little bit easier. Partnering with killer brands like Mad Mex and Liquid Death gives us the creative freedom to push boundaries for greater ROI – we’ve had a lot of fun bringing this to life across creative, influencers and content partners.”

Connecting Plots Creative Partner, John Gault.

The campaign aims to drive foot traffic and sales during the limited period, while also starting the brand on its journey to bring the “Mad’ back into Mad Mex.

“The Big Burrito is a staple of our marketing calendar. We were excited to step things up this year and partner with the team at Liquid Death to really embrace the food coma that is more or less guaranteed when you down a 1kg burrito with a 500ml tallboy. Kudos to Connecting Plots for bringing the madness and developing a campaign that’s made us all a little uncomfortable – in a good way.”

Mad Mex General Manager of Marketing, Nick Cook.

The campaign is rolling out across social, digital, POS and owned channels, as well as across PR, influencers and content partnerships.

View the full campaign here →