Mad Mex fresh Mexican grill wins silver at the esteemed 2016 POPAI Marketing at Retail Awards. The award recognises the brand’s recent Los Locos Big Burrito Challenge campaign.
In collaboration with design and print agency Dashing, Mad Mex developed an exclusive loyalty reward for the brand’s VIP Los Locos members. The first 250 Los Locos members to complete the national Big Burrito Challenge in May 2016 received a limited edition secret society member box. The handmade box, with gold and black foiling, included a personalised letter in the form of a scroll which created a bespoke feeling for the recipient. An authentic Mexican golden lion mask sat pride of place inside the box. The craftsmanship of the box and sheer ‘wow’ factor encouraged a 70% increase in social sharing across various platforms and helped increased member registrations for the brand.
“The Mad Mex team are thrilled and proud to win silver. We wanted to reward our loyal customers by creating an innovative and interactive shopping experience for them. We want to continue to push the envelope by evolving the retail experience and coming up with compelling ways to gain our customer’s undivided attention, while also reaching a new audience,” says Head of Marketing at Mad Mex, Gaye Steel.
This particular POPAI award recognises a retail campaign targeting a specific individual or audience profile group as the best in the Shopper Experience, Direct Marketing and Loyalty category. Silver is an excellent result in a hotly contested competition, which this year had a record 157 entries.
Jemma Caprioli, Marketing Director at Dashing says: “We were privileged to work with the Mad Mex marketing team on this unique loyalty campaign for their exclusive members. Mad Mex is such a vibrant and layered brand and the Dashing team loved working on the concepts, design and production of this campaign.”
The industry’s best of the best is honoured at the POPAI Marketing at Retail Awards. POPAI Australia & New Zealand holds the industry’s major annual awards contest with the intent of recognising and rewarding best practice, innovation, and excellence in Marketing at Retail. Entries vie for gold, silver, and bronze honours. More than 70 industry professionals judge the POPAI Awards each year such as representatives of retailers, brands, shopper researchers, creative agencies and POP companies.
Mad Mex creates fresh Baja-Mexican food using authentic Mexican recipes and ingredients. Mad Mex uses only the highest quality ingredients. The luchadores prepare guacamole using fresh avocados and slow cook and freshly grill meat daily. The Mad Mex menu allows customers to tailor their meal to their personal tastes and dietary requirements.