Chipotle Launches "My Chipotle" Advertising Campaign Tied to Menu Variety.Campaign Asks Consumers to Bring Favorite Menu Items to Life DENVER -- Chipotle Mexican Grill Chipotle Mexican Grill (NYSE: CMG) is a Denver, Colorado-based chain of Fresh Mex restaurants specializing in San Francisco burritos and tacos. Founded by Steve Ells in 1993, the restaurant is known for its chunky guacamole and large burritos. (NYSE NYSE See: New York Stock Exchange : CMG CMG Coastal & Marine Geology (USGS) CMG Chipotle Mexican Grill, Inc. (stock symbol) CMG Companion (of the Order Of) St Michael and St George CMG Computer Measurement Group ) (NYSE: CMG.B), the national chain of burrito restaurants known for serving Food With Integrity, 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 chi·pot·le n. A ripe jalapeño pepper that has been dried and smoked for use in cooking. [American Spanish, from Nahuatl xipotli.] Noun 1. ," seeks to harness the creativity of Chipotle's dedicated fan base and engage them via an online call for videos and original content. Chipotle's menu offerings, made with the best-tasting sustainably raised, premium quality ingredients, including naturally raised meat, rBGH-free dairy and local and organic produce, allow customers to create thousands of delicious burrito, taco and salad combinations. Because customers choose exactly what goes into their individual order, they can tailor what they eat to meet any taste or dietary preferences, making Chipotle appeal to a broad customer base. The campaign calls attention to the varied options available at Chipotle and demonstrates how meals in the restaurant can be personalized per·son·al·ize tr.v. per·son·al·ized, per·son·al·iz·ing, per·son·al·iz·es 1. To take (a general remark or characterization) in a personal manner. 2. To attribute human or personal qualities to; personify. 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." Chipotle's restaurant model emphasizes doing just a few things so it can do them better than anyone else. This thinking is evident in Chipotle's Food With Integrity philosophy, which has the company selecting ingredients from more sustainable sources whenever possible. Chipotle already serves more naturally raised meat (from animals that are raised in a humane way, never given antibiotics or added hormones and fed a pure vegetarian diet) than any other restaurant in the world, uses locally grown produce when seasonably sea·son·a·ble adj. 1. In keeping with the time or the season. See Usage Note at seasonal. 2. Occurring or performed at the proper time; timely. available, serves only cheese and sour cream made with milk from cows that are not treated with the synthetic hormone rBGH and uses a growing percentage or organically grown beans. "The efficiency of our restaurant operations has always been one of our greatest strengths," said Steve Ells Steve Ells is the founder, CEO, and Chairman of Chipotle Mexican Grill. Steve attended the Culinary Institute of America in Hyde Park, NY. , founder, chairman and co-CEO of Chipotle. "Demonstrating greater variety will help our customers better understand the universe of choices, but without creating the operational challenges that often come with a whole new menu or limited time offers." Consumers Need "Variety" Reminder 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 in·tim·i·date tr.v. in·tim·i·dat·ed, in·tim·i·dat·ing, in·tim·i·dates 1. To make timid; fill with fear. 2. To coerce or inhibit by or as if by threats. , 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 new campaign better demonstrates the universe of menu combinations available at Chipotle for both existing customers and potential new ones. The My Chipotle campaign was created by Butler, Shine, Stern & Partners, a full-service marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales agency based in Sausalito, Calif. "Chipotle is a 'passion brand,' with dedicated brand ambassadors A brand ambassador is a celebrity used to help advertise a product or service. Importance A company achieves some clear-cut goals by using a brand ambassador. It works out in building brand loyalty, as the consumer may have interest on that particular celebrity. in every corner of the country," said Mike Shine, co-founder and executive creative director of BSSP BSSP Butler Shine Stern & Partners (Sausalito, CA) BSSP British Section of the Society of Protozoologists . "Chipotle has hundreds of unofficial fan groups on Facebook, posts funny fan photos on their website and also has a number of photos on Flickr taken by dedicated customers. So the most effective way to spread our message of variety is to do it through the people that already know about Chipotle's unique menu and love it. We look forward to unleashing even more creativity from the passionate masses." The "My Chipotle" campaign is now appearing online, in print, on the radio and in out-of-home advertising Out-of-home advertising (also referred to as OOH) is essentially all type of advertising that reaches the consumer while he or she is outside the home. This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. (billboards, bus shelters bus shelter bus n → abribus m bus shelter n → Wartehäuschen nt bus shelter n → pensilina ( and taxi tops) in several cities around the country, including Sacramento, Denver, Dallas, Chicago and Cincinnati. It includes a dedicated website, mychipotle.com, 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. About Chipotle Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served fast did not have to be a typical fast food experience. Today, Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere. Through our vision of Food with Integrity, Chipotle is seeking better food not only from using fresh ingredients, but ingredients that are sustainably grown and naturally raised with respect for the animals, the land and the farmers who produce the food. Chipotle opened its first restaurant in 1993 and currently operates more than 860 restaurants. For more information, visit chipotle.com. About Butler, Shine, Stern & Partners BSSP (bssp.com) is a full-service marketing communications agency based in Sausalito, Calif. The agency provides services in advertising, online marketing and web development, brand identity and design, and strategic brand consulting. One of the largest independent agencies on the West Coast, BSSP is recognized for its ability to provide highly creative, fully accountable marketing solutions to a broad array of marketers including priceline.com, LucasArts, MINI Cooper, Epson, Greyhound greyhound, breed of tall, swift, sight hound developed nearly 5,000 years ago in Egypt. It stands about 26 in. (66 cm) high at the shoulder and weighs about 65 lb (29.5 kg). , Take Care Health Systems and RadioShack. It is a member of Worldwide Partners, Inc. the world's largest, privately held, owner-operated advertising and marketing services networks, made up of 100 agencies in 49 countries across Asia, Europe, Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. , the Middle East and North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. . Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5960797&lang=en. |
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