Chipotle: Can a burrito change the world

Chipotle, a restaurant chain, increased positive brand sentiment and sales in the US by launching a Super Bowl ad with a boy who showed how it is making things better for not only its customers but also its farmers, animals and environment.

Objectives

Consumers are thinking more about sustainability, and companies are responding, turning "doing good" from competitive advantage to table stakes. With its long history in Real Food, Chipotle wanted to reach a broad audience, stand out in an unexpected way, and inspire its customers, partners, and employees.

Chipotle focused on primarily addressing Millennial and Gen Z customers (who often remembered Chipotle from brief but widely publicized food safety issues in 2018) while solidifying its food integrity leadership with this audience. Brand health measures also needed a boost after the pandemic hit, a challenge faced by the entire industry.

Beyond just...

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