This week, fresh Mexican grill, Mad Mex serves up its annual Mad Mex Big Burrito Challenge, calling on brave amigos around the country to def’eat a one kilo burrito in one sitting.

The five week campaign, running until 5 June, will be supported through PR with food, drink and hospitality agency, Tonic PR & Communications; a national radio partnership with Nova’s drive show featuring Kate, Tim and Marty; in-store promotions; social media; and event activations in Sydney, Melbourne, Brisbane, and Perth.

The campaign theme developed by Sarah Hendry, Mad Mex national marketing manager, centres around the tagline ‘Unleash the Beast’. Only those challengers brave enough to “Unleash the Beast” and def’eat the one kilo burrito will be rewarded with an authentic wrestling mask, custom made for Mad Mex in Mexico.

Released in stages across the five-week campaign, there will be four different animal themed masks to collect. Kicking off is El Aguila (the Eagle) with the remaining masks kept a surprise until their release date.

Champions can share their victory and enter Big Burrito Hall of Fame on social media using #bigburritofame while those left without a mask can capture their defeat using #bigburritofail.

Gaye Steel, head of marketing at Mad Mex, who joined the brand in January, says this year’s Big Burrito Campaign is the biggest yet for the brand.

“We’re really excited for this year’s Big Burrito campaign because for the first time, we have solid PR support, a series of national in-store activations and a media partnership to help us amplify this already successful campaign even further,” Steel said.

“We believe Nova’s drive team is a great match for this particular campaign, especially after we heard that co-host Marty Sheargold is a passionate Mad Mex fan!”

Competitive eaters, fierce foodies and regular folk who want to break the “portion control” rules are being challenged to chow down on a monster Mexican classic that’s not for the faint-hearted.

Those looking to take it on need to head into any Mad Mex store across the nation, take down the one kilo burrito then show one of the luchadores the receipt and foil when it has been polished off.

Think it’s impossible to conquer the one kilo Big Burrito? Think again. The Big Burrito Challenge was created in honour of Cinco de Mayo; the Mexican holiday that commemorates the 1862 battle on the hills of Puebla, where the Mexican army took on an unexpected French assault.