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Goodman Fielder launches first ever campaign for One Night in Mexico taco kits via The Works


Lovers of Mexican food are being urged to ‘Up your taco game’ with the launch of a contemporary range of taco meal kits from Goodman Fielder, accompanied by a campaign from The Works featuring Run-DMC’s classic hip hop track ‘It’s like that’.

Google Trends data shows the boom in popularity of Mexican food with searches for tacos now ahead of traditional favourites spaghetti and roast chicken. The One Night in Mexico taco meal kits, which includes varieties such as Flame Grilled BBQ, Lime and Jalapeño, Mexican Spice and Smokey Chipotle, offers Australians a fresh new take on Mexican direct from the supermarket shelf.

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Run-DMC’s classic hit ‘It’s like that’ provides the sound track for the
One Night in Mexico TVC which features a high-octane taco dance off
choreographed by internationally recognised Australian dancer Alvin De
Castro.

The Works was awarded the launch campaign for One Night
in Mexico by Goodman Fielder.

Says Damian Pincus, founder and creative
partner at The Works: “Australians love of Mexican food is
outpacing traditional family mealtime favourites and One Night in Mexico
is a new alternative for those seeking a contemporary taste of central
America. It’s a privilege to be given the opportunity by Goodman Fielder
to launch this brand into market and this campaign encourages Aussies
to up their taco game in modern and cliché-free way.”

Says Kinda
Grange, general manager for Goodman Fielder grocery: “We’re very
proud to launch this Australian innovation into Mexican Foods. One Night
In Mexico was created after seeing an opportunity to bring the
exciting, fresh and delicious food experience found in modern Mexican
restaurants today into the grocery store, and help make it easy for
anyone to make and enjoy at home. We believe One Night In Mexico offers a
great way to up your taco game, and enjoy a fresh new take on Mexican
at home.”

The campaign includes a 30-second commercial with
15-second cut down, digital, social and shopper marketing. Goodman
Fielder’s media agency, Slingshot, has struck an agreement to integrate
the brand into the hit Network Ten show The Bachelorette featuring
Sophie Monk.  

The One Night in Mexico range will be available in all major supermarkets.

Client: Goodman Fielder
General manager: Kinda Grange
Marketing manager futures: Katyana Armen
Senior brand manager: Jessica Tahardi
Creative agency: The Works
Creative partner: Damian Pincus
Art director: Marijke Spain
Copywriter: Eric Franken
Creative project lead: Ben Glasson
Head of broadcast and content production: Rachel Solomon
Offline & online editor: Patrick Mazzolo
Producer: Sue Walker and Many Payne
Production company: Buddy
Director: Ace Norton
Casting director: Susie McLean
Media agency: Slingshot

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