Mad Mex: Turning a Cult Favourite into a Global Media Darling

Summary

Project: Turning a Cult Favourite into a Global Media Darling.
Objective: Reposition Mad Mex from a niche cult brand into a globally recognised name through earned media, influencer engagement, and integrated PR strategy.
Services: Global editorial success, advertorial management, interviews & profiling, influencer engagement.
Impact: 3,000+ media articles per year, 90M+ global reach, and a cohesive brand voice that transformed Mad Mex into a mainstream powerhouse.

The Challenge

Reigniting a Much-Loved Brand and Expanding Its Global Reach.

Despite its loyal following and strong foothold in Australia’s fast-casual dining scene, Mad Mex was struggling to attract new audiences. The brand had achieved limited success in securing editorial coverage or engaging influencers beyond its existing fan base.

Mad Mex needed to break out of its niche, build media credibility, and connect with a broader consumer audience. The brief was clear: develop a unified, strategic communications approach that could complement paid marketing efforts, including OOH, social, and influencer activity.

KLPR was engaged to reignite brand visibility, drive national and international awareness, and generate tangible buzz across earned, owned, and paid channels.

We developed a multi-year PR strategy that repositioned Mad Mex from a cult favourite into a mainstream, globally recognised brand. By weaving together editorial storytelling, influencer engagement, and strategic media partnerships, KLPR transformed Mad Mex from a fan favourite into a media darling with international momentum.

The Outcome

Global Buzz, Cultural Relevance, and Media Impact.

A standout success came with the Pineapple Burrito PR campaign, which captured global attention within 48 hours generating coverage across Australia, the US, and the UK. The brand’s story evolved from national trade press to mainstream international headlines, powered by clever storytelling, cultural timing, and strong media relationships.

Key results included:

  • 3,000+ positive branded media articles per year.
  • 90 million+ global audience reach annually.
  • Coverage spanning Australia, the USA, and the UK.
  • PR that amplified all paid campaigns, from influencer marketing to OOH.
  • A cohesive tone of voice and consistent messaging that turned customers into vocal brand advocates.

KLPR’s integrated approach elevated Mad Mex into a global PR success story, proving the power of smart storytelling and cross-channel strategy to transform brand perception and scale awareness worldwide.