Mad Mex fresh Mexican grill has won silver at the esteemed 2016 POPAI Marketing at Retail Awards, with the award recognising 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 per cent 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,” said head of marketing at Mad Mex, Gaye Steel.
“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.”
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.
Jemma Caprioli, marketing director at Dashing said, “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.”