Mad Mex punches bland in the guts in latest brand campaign via Connecting Plots

June 5 2025, 9:43 am | BY Ricki Green | No Comments

Mad Mex is turning up the heat with its boldest move yet – launching ‘Bye Bye Bland, Hello Bold’ via Connecting Plots, the biggest strategic and creative brand campaign in the company’s history.

 

It’s 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.

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.


“This campaign is the perfect launch of our new brand positioning,” says Mad Mex General Manager of Marketing, Nick Cook. “We wanted it to depict Mad Mex as the antidote for the mundane, and capture the spirit of Mad Mex and its fans – bold, fun and full of flavour, in a tone that was unapologetically Mad Mex.”

The campaign also incorporates generative AI-driven visual effects, a move that helped fast-track production timelines while keeping budgets lean.

“When you’ve got one ad with croc infested water and another with a microwave flying out of a window, you either blow the budget, or get creative,” adds Connecting Plots Creative Partner, John Gault. “Generative AI and Infinity Squared let us pull off the impossible without having to wrestle reptiles, smash too many windows or compromise on the original idea.”

‘Bye Bye Bland, Hello Bold’ is live now across digital, social, influencers and out of home.

Client: Mad Mex
General Manager of Marketing: Nick Cook
Senior Marketing Manager: Tom Mort
Senior Graphic Designer: Fabian Bolivar

Creative Agency: Connecting Plots
Managing Director: Kate Sheppard
Senior Account Director: Alana Spinelli
Head of Strategy: Craig Page
Head of Social: Kent Pearson
Creative Partner: John Gault
Creative Partner: Matt Geersen
Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell

Production Company: Infinity Squared
Director: Daniel Reisinger
Senior Producer: Nick Mutton

 

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.