Goodman Fielder launches first ever campaign for One Night in Mexico taco kits via The Works
Lovers of Mexican food are being urged to ‘Up your taco game’ with the launch of a contemporary range of taco meal kits from Goodman Fielder, accompanied by a campaign from The Works featuring Run-DMC’s classic hip hop track ‘It’s like that’.
Google Trends data shows the boom in popularity of Mexican food with searches for tacos now ahead of traditional favourites spaghetti and roast chicken. The One Night in Mexico taco meal kits, which includes varieties such as Flame Grilled BBQ, Lime and Jalapeño, Mexican Spice and Smokey Chipotle, offers Australians a fresh new take on Mexican direct from the supermarket shelf.
Run-DMC’s classic hit ‘It’s like that’ provides the sound track for the One Night in Mexico TVC which features a high-octane taco dance off choreographed by internationally recognised Australian dancer Alvin De Castro.
The Works was awarded the launch campaign for One Night in Mexico by Goodman Fielder.
Says Damian Pincus, founder and creative partner at The Works: “Australians love of Mexican food is outpacing traditional family mealtime favourites and One Night in Mexico is a new alternative for those seeking a contemporary taste of central America. It’s a privilege to be given the opportunity by Goodman Fielder to launch this brand into market and this campaign encourages Aussies to up their taco game in modern and cliché-free way.”
Says Kinda Grange, general manager for Goodman Fielder grocery: “We’re very proud to launch this Australian innovation into Mexican Foods. One Night In Mexico was created after seeing an opportunity to bring the exciting, fresh and delicious food experience found in modern Mexican restaurants today into the grocery store, and help make it easy for anyone to make and enjoy at home. We believe One Night In Mexico offers a great way to up your taco game, and enjoy a fresh new take on Mexican at home.”
The campaign includes a 30-second commercial with 15-second cut down, digital, social and shopper marketing. Goodman Fielder’s media agency, Slingshot, has struck an agreement to integrate the brand into the hit Network Ten show The Bachelorette featuring Sophie Monk.
The One Night in Mexico range will be available in all major supermarkets.
Client: Goodman Fielder
General manager: Kinda Grange
Marketing manager futures: Katyana Armen
Senior brand manager: Jessica Tahardi
Creative agency: The Works
Creative partner: Damian Pincus
Art director: Marijke Spain
Copywriter: Eric Franken
Creative project lead: Ben Glasson
Head of broadcast and content production: Rachel Solomon
Offline & online editor: Patrick Mazzolo
Producer: Sue Walker and Mandy Payne
Production company: Buddy
Director: Ace Norton
Music Supervisor: Anton @ Trailer Media
Casting director: Susie McLean
Media agency: Slingshot
49 Comments
That’s just… Dabbing and Salt Bae? Jesus
Good work Eric and Marijke!
Hmmmm, are they trying to be cool, or be funny by taking the mickey out of cool? it’s unclear.
I like ‘up your Taco game’, and could see this concept being a big ‘superbowl-ish’ hit if done by an American agency and pushed further; uncool people of all ages making tacos amid killer dance moves (to a track like Killa by Cherish).
This falls flat however.
Christ.
How bad are ads getting.
And to think some talented creatives likely worked extremely hard and pushed through massive amounts of stress, anxiety and pressure to end up with this to show for.
Feel really sorry for you guys. But don’t worry, it’s all of us these days. Hell, most of us go through the horrible process then don’t even end up making a single thing.
Exactly. Instead of slamming off each other we should be slamming the industry itself for being such a hellish industry to work in. The fun is completely gone.
Oh god. Why?
So it’s a taco dance off with some pop culture references thrown in for those who ‘get it.’
I can see why Swanny didn’t want his name on this piece of mierda.
Yep.
We’re super mean to each other for doing shit ads as if that’s all the creative team could come up with.
But this isn’t the case. I bet these guys had crackers.
But the industry has changed, and the huge amount of hours, stress and anxiety we put ourselves through doesn’t translate to a good a.
The industry is no longer this cool creative place for people to have fun.
Yet, the hours, stress and anxiety of modern advertising has not yet died along with the good ideas.
So, it’s no longer worth it. No matter the amount of free alcohol you can drink.
This ad will get cut through and will sell heaps product. So congrats to the team involved. To all the old people crying they are not in mad men anymore. Wake up! This is life now. We are here to help clients sell product and make money! Do that first – then you get to make the work you want.
Glad you’re happy to be mediocre.
The smart young creative folk are moving on to better things.
I bloody love it. Only ad I’ve seen with an idea in months.
@ Yay
What is the idea then? Pray tell.
Great casting. They make the ad fun.
What a refreshingly fantastic idea that will sell the product, entertain the masses and pick up a few awards on the way.
10/10
dude, the idea is even on the screen for you – up your taco game.
you don’t even need a brain to get it it just eyes.
Is it One Night in Mexico, or Up your Taco Game. Either way I don’t get it. Looks like one night in a hipster hang out with ten people making one taco
old elpaso just looked a great deal more tasty.
cliche copy cat creative. salt bae, anything else seen online quickly brand and that’s creative.
mmmmm taco
Taco-bout a great ad!
Fiesta time in the painfully siesta FMCG category.
@ yay
Dude, ‘up your taco game’ is a tagline. Maybe learn the difference between that and an idea, it might help you get off those edms and get some real briefs.
The industry has gone mad. Maybe this ad would be passable as a VR experience or an Augmented reality app for making a taco. Why not a dancing taco Snapchat filter to really engage with the demographic?
This ad came on tonight and everyone in the room lit up and said it was the best ad they’ve seen in years.
Checkmate.
This ad came on last night.
My kids were messing around, stopped, watched, and loved it.
Then they asked their mum for tacos.
That’s all it’s meant to do right?
So this ad came on last night and all my friends and family loved it and said they will be buying tacos the very next day.
Sorry all you advertising wankers, but this ad works its arse off and the client it very, very happy.
Unlike the Toyota Land Cruiser Emergency Network.
Asked my Toyota dealer about it yesterday and he had no idea what i was talking about. No one “real” is talking about it online. It’s fake.
Would love to see an “updated” case study of many people it actually helped.
Or does Saatchi’s not care about helping people anymore since they’ve picked up their awards and gone home?
well, any ad that gets this many comments of CB blog these days is at least doing something right. It does stand out. but I have to agree with a lot of other commenters, the appalling, abysmal, awful state of our industry at the moment is worrisome in the extreme.
It seems to be that somehow, it’s run by people who have no fucking idea, none at all.
May I quote ‘It Works.’
“..So this ad came on last night and all my friends and family loved it and said they will be buying tacos the very next day.
Sorry all you advertising wankers, but this ad works its arse off and the client it very, very happy.”
Fucking hell. Try and at least DISGUISE the fact that you’re a Works employee, desperate to defend it.
Does anyone smarter than me know why working as a creative in advertising is so shit these days?
The death of free-to-air TV?
But I agree, if ads are going to be this bad, we should just stop caring and treat it like a normal 9 – 5 job, then things wouldn’t be so soul-crushing.
Just watched this for the first time. Absolutely fine with it. You pigs who come on this blog and slag work like this just don’t get it. Great beat, tasteful food porn, cute casting.
Damn I’d like to meet some of you little hack punk baggers – in a phone booth.
Well done guys. POOT!
Your ad is one of the shitest ads I’ve ever seen.
And I’d love to meet you in an MMA cage, you skinny, bearded hipster.
This ad came on last night and everyone in the room loved it.
We aren’t doing ads to hang up in an art gallery for other ad people to admire.
We do it to please the people at home.
And my entire family and friends absolutely loved this ad. My kids even told me that all their friends at school are now doing the taco dance and asking their mums to “up their taco game”.
This ad works brilliantly.
Just watched this for the first time. Absolutely fine with it. You pigs who come on this blog and slag work like this just don’t get it. Great beat, tasteful food porn, cute casting.
Damn I’d like to meet some of you little hack punk baggers – in a phone booth.
This is a corker.
It’s been a long time since Australia has had an “I feel like chicken tonight” style of add that becomes a natural part of our everyday language.
I’ve already heard many people telling each other to “up their taco game”.
I imagine you have a very happy client.
These comments are great. Keep the conversation going.
I love this industry.
Old El Paso must be shaking in their cowboy boots. This ad is going to take away most of their business. People want trendy, cool Mexican, and this brand is clearly giving it to them. Feels like an ad for a hip Mexican small bar. Well done.
Finally an ad for the people. They better have a large factory as this will SELL PRODUCT. I’m as jealous as the other people clearly are on this blog.
This ad came on last night and my wife got an erection.
Just one night in Mexico? This ad makes me want to spend a least a year.
Creative wizardry.
Has to be the ad made in the last three years. The Works are creative geniuses. GF are brave clients. Bravo. Keep pushing the boundaries and doing work that makes us all proud as creatives.
Outstanding.
It’s just a taco ad.
Can the creatives on this tvc please stop writing positive comments, it’s getting embarrassing. It’s an ad and not a very good one, learn and do better.
Now this is proper advertising.
Fantastic idea that can last for twenty years or more? Check. Song that you can’t help but leap from your sofa and dance to? Check. Bleeding edge references to meme culture? Check.
This will be cherished by mums, dads, teens, old people, hipsters, nerds and goths and I feel this will lead to everybody in Australia eating tacos for breakfast, lunch and dinner.
This might be the best commentary on CB i’ve ever read.
The defense is strong.
Please don’t stop. Let’s get to 100.
Personally, i saw it last night and now i’m pregnant.
And i’m a man.
I’m going to name the child Taco and teach it to dance.
Sorry it’s taken me so long to comment, but when this ad came on I had to go to the store and purchase the entire stock of “One Night in Mexico” branded tacos.
Since then all I’ve been able to do is cook tacos. Eat tacos. Repeat.
I haven’t been able to leave my home for 3 days.
Send help.
This looks like a spot that went straight from marketing to production. The Works would have played along and rolled out all the great creative done previously but as a digital agency making major campaigns for television is not a sweet spot.
They have done a great job cutting out any strategic planning or finding an idea and jumped straight from introduction with client to production. Which mind you are on the cheap at best.
The comments are funny but cmon this is embarrassing for all involved. Keep ads like this to facebook.
Hey guys, when does this come out on blu-ray?
Ta.
Been told this morning that we have to work on pro-active taco briefs every day for the rest of our career to try match this brilliance.
I used to love working in such a creative industry, but the polish is definitely gone of late.
It is not the work – personally I think this ad will be entirely successful in engaging customers to try this product – so is really a job done well.
What is depressing is the amount of pretentious twats that work in this industry that don’t actually seem to care about selling client product but think they are entitled to be paid copious amounts to come up with ideas that will win them awards, who have no regard for whether they deliver outcomes for their clients or not.
You guys are totally right – there is nothing left for you here. So please take your entitled arses elsewhere (and we all know the reason you are still here complaining is that you are irrelevant in the modern world and your skills don’t translate to anywhere. Boohoo).
Where now can I find this as I cannot find it.anywhere any more ,no sauce no nothing