DENVER — Chipotle Mexican Grill has launched a comprehensive advertising campaign to increase awareness of the 60,000-plus various food combinations available on its menu. The new campaign, called "My Chipotle," seeks to harness the creativity of Chipotle's fan base and engage them via an online call for videos and original content.
The campaign calls attention to the varied options available at Chipotle and demonstrates how meals in the restaurant can be personalized by and for each customer.
"With this campaign, it is our intention to harness the power of our most loyal fans," said Mark Crumpacker, chief marketing officer of Chipotle. "We want them to be a part of the process because we know they're consistently expressing themselves through their menu choices. By encouraging them to tell us why they eat what they do, we think they'll spread the word and encourage others to come in and give Chipotle a try as well."
The "My Chipotle" campaign is based on extensive research surrounding customer preferences, which found that many customers were ordering the same thing every time they visited Chipotle. The research suggested that the ordering experience was confusing, even intimidating, to new customers and that, coupled with a perceived lack of choice, set many customers into a routine where they order the same thing on every visit.
The My Chipotle campaign was created by Butler, Shine, Stern & Partners, a full-service marketing communications agency based in Sausalito, Calif.
The "My Chipotle" campaign is now appearing online, in print, on the radio and billboards, bus shelters and taxi tops in several cities around the country, including Sacramento, Denver, Dallas, Chicago and Cincinnati. It includes a dedicated Web site that allows consumers to send content to Chipotle and view selected content submitted by other users. Chipotle will add new functions to the site as additional content is added, allowing users to share content using social media applications, rate submissions and sort content to find favorites. The best entries may be used as part of the campaign.
