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Mad Mex Meets Growing Trend in Australia for Plant-Based Food

Mad Mex, a Mexican fast-food restaurant chain based in Sydney, has announced a refresh to its brand that includes a menu overhaul; all items are now available in vegan, gluten-free and vegetarian options. Mad Mex hopes that the re-brand will mean that customers will perceive the chain’s food as natural and healthy.

The refresh includes an updated logo that features on the company’s environmentally-friendly packaging and new staff uniforms, and a new communications campaign based on its ‘Fresh Fuel for Life’ philosophy.

Inside Retail Australia reports that the campaign will include high-impact digital and static outdoor advertising across a variety of sites nationwide, including high-foot traffic areas, on bus backs, shopping centres and in selected train stations in key metro areas. It will also be supported by a 30-second cinema ad and a social media component.

The meat-free options reflect the rising trend in Australia of vegan and vegetarian lifestyles. 11% of Australians are now vegan/vegetarian, with many more who are regularly turning away from meat-heavy diets, in favour of healthier plant-based options. Their website includes a nutrition calculator and the recipes for all the dishes, so that customers can be fully informed with the choices they are ordering.

Clovis Young, Mad Mex founder and CEO, said: ‘We have always provided our customers with tasty, all-natural, food that fuels their lifestyle and helps them achieve their goals. Our reinvigorated ‘Fresh Fuel for Life’ brand empowers Mad Mex consumers to make health-driven nutrition decisions and communicates the heart of our brand philosophy and values in a fun, cheeky way that connects with our audience.’

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