Chipotle: Burrito in a Bag

Chipotle hoped to build both brand awareness and drive store traffic. The company launched a campaign that played into its philosophy of "food with integrity." A mailer went out to prospects in packaging that looked like its iconic Earth-friendly brown paper bag.

Chipotle: Burrito in a Bag

Hacker Group

ENTRY INFORMATION

Category: Retail/Direct SalesCountry where program ran: USADate program started/ended: October 2009 to January 2010

Product Description: Chipotle Mexican Grill is a quick service restaurant chain specializing in large burritos and tacos, and known for its philosophy of "Food with Integrity."

Advertiser/Client Name: ChipotleMedia Channels: Direct Mail

STRATEGY

Marketplace Challenge:

Chipotle Mexican Grill is a different kind of fast food restaurant, right down to their philosophy known as "Food with Integrity." With fresh ingredients (acquired locally whenever possible), sustainably raised meats and recyclable...

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