Mexican quick-service franchise Mad Mex is marking the return of its 1kg Big Burrito by partnering with water brand, Liquid Death to give away a free burial plot.

The new campaign is a cheeky nod to the 'food coma' expected from consuming the large burrito, which returns for its 14th year for a limited six-week period until 21 July. During this time, the double-sized burrito will come with a free can of Liquid Death.

Customers who purchase a Big Burrito combo can enter a competition to win a personal plot of land in a cemetery by writing a tombstone inscription in 25 words or less. The campaign utilises content creators @lach_mac and @jonbernardk to deliver eulogies for those who tackled the combo. The Betoota Advocate is publishing bespoke content to give the combo mass appeal.

Mad Mex General Manager of Marketing, Nick Cook, said: “The Big Burrito is a staple of our marketing calendar. We were excited to step things up this year and partner with the team at Liquid Death to really embrace the food coma that is more or less guaranteed when you down a 1kg burrito with a 500ml tallboy.” He also praised Connecting Plots, saying, “Kudos to Connecting Plots for bringing the madness and developing a campaign that’s made us all a little uncomfortable - in a good way.

The campaign aims to drive foot traffic and sales during the limited period, and to bring the 'Mad' back into Mad Mex. The campaign is rolling out across social, digital, POS and owned channels, as well as across PR, influencers and content partnerships. Connecting Plots is the creative agency behind the campaign.

Connecting Plots Creative Partner, John Gault, said: “While Aussie property prices soar and cost of living grows more expensive than ever, the cost of dying just got that little bit easier.” He added, “Partnering with killer brands like Mad Mex and Liquid Death gives us the creative freedom to push boundaries for greater ROI - we’ve had a lot of fun bringing this to life across creative, influencers and content partners.”