CHIPOTLE MEXICAN GRILL

•

Challenge:
Chipotle Mexican Grill needs to drive sales, introduce a catering feature, improve their web presence, and find the newest and most efficient way of reaching their target audience.

Insight:
Not only should we target Generation Z, but a new target: Generation Y - a target audience solely consumed by and devoted to online communications.

Idea:
Emphasize Chipotle for what they are known for, remind target audience of why Chipotle is the best, and do so using a means of communication that will get the target audience involved online.

Execution:
Chipotle's new "Farm Raise Your Standards" campaign, executed in OOH, web, and social media.

Credit & Titles:
Stephen Hutchison: Account Management/Research
Amber Lewis-Zakuto: Research
Heather Begley: Research
Hiro Soga: Copywriting
Kevin Reilly: Copywriting
Kyle Laskowski: Copywriting
Francesca Carey: Art Direction
Erin Mihalik: Art Direction

GUERRILLA

Our concept for the Vehicle of Change tour focused on our Burrito Bus traveling to different cities across the country, stopping to allow people the chance to learn about Chipotle's farming methods and play a trivia game to win prizes. Chipotle representatives would create vines as they toured the country, and at the end of the tour, compile them into YouTube videos to be shared on social media.