Chipotle Mexican Grill has announced the winners of its user-generated "My Chipotle" advertising contest. The contest asked fans to submit ads highlighting their favorite food combination from the Chipotle menu online. The first prize-winning ad, called "Oso Closo Burrito," was created by Shane Connelly from Denton, Texas. Second place goes to Clay Carnill of Rochester, Mich., for his "The WT" spot. Connelly will receive $10,000 for his musical tribute to his favored steak fajita burrito combination and may have his burrito added to Chipotle's Dallas restaurants for a limited time. Carnill's rap proclaiming his love for "a little bit of lettuce" earns him $5,000 and a party at his local Chipotle for 50 friends. The My Chipotle campaign was based on research suggesting that many customers didn't understand the true nature of variety at Chipotle. Because customers decide what goes in to their own individual order, Chipotle accommodates customers with virtually any dietary preferences or restrictions. In all, Chipotle will award prizes for 19 different submissions. All of the winning spots can be viewed online. The My Chipotle campaign was developed by Butler Shine Stern and Partners, Sausalito, Calif.
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