Mad MexBig Burrito Creative & Campaign IdeaComms StrategyContent & ConnectionsSocial & InfluencerProduction

The Big Burrito from Mad Mex is a 1kg monster that’s only available for 6 weeks every year. And this year it was going to be paired with a 500ml Liquid Death. This killer combo meant you might slip peacefully away into the mother of all food comas - one that could be permanent. Anyone daring enough to take on the challenge would go into the running to win a grand prize to die for - their own personal burial plot.

To launch, influencers posted eulogies of their dearly beloved who sadly entered a state of permanent food coma, thanks to this killer combo, while media partnerships and PR drove attention around the promotion in culture to get people talking.

Paid media and POS drove sales and conversion and to drive social proof and to keep tongues wagging, we took our best entries and immortalised them on a gravestone.